If you’ve ever wandered the aisles of your local chemist and felt your eyes darting from one bright yellow or hot pink price tag to another, you’re not alone.
For many Australians, especially those who remember when a ‘sale’ meant a bargain, the modern pharmacy shopping experience can feel like a visual minefield. But are those eye-catching tags offering you a deal, or are they just clever marketing in disguise?
According to recent research by consumer advocacy group CHOICE, bold, oversized price tags at major chemist chains like Chemist Warehouse, Priceline, and Terry White might not be the bargains they appear to be.
In a survey of 1,000 shoppers, one in three admitted it was not easy to tell if the price tags meant a discount.
Bea Sherwood, CHOICE‘s senior campaigns and policy adviser, summed it up: ‘Walking down the aisles, you’re bombarded by yellow and pink sales tags. Discounts should be clear and transparent, not confusing.’
The problem? Some products are advertised as ‘on sale’ from a recommended retail price (RRP) that the store has never actually charged.
In other cases, the ‘discounted’ price is simply the regular price, dressed with a flashy sticker. The result is that many shoppers believe they’re saving money when, in reality, they’re paying full price.
CHOICE‘s investigation found a tube of toothpaste at one Terry White store ‘discounted’ to $6 from a supposed RRP of $11.99. But the typical price? Just $8.99.
Seven out of ten shoppers believed they saved nearly $6, when the real saving was only $2.99.
Meanwhile, Priceline uses phrases like ‘great value’ and ‘lower prices’ on some products, even when there’s no discount. It’s easy to see how shoppers, especially those in a hurry or managing health concerns, could be misled.
As Clare Mullen from Western Australia’s Health Consumers’ Council pointed out: ‘Going into some of these places is a visual assault.’
‘When we’re talking about health-related items, it’s just unfair that the onus is on the consumer to put in the extra effort.’
With the cost of living rising, every dollar counts. Being misled by ‘sales’ that aren’t really sales can add up over time, especially for those managing chronic conditions or multiple prescriptions.
Why do these tactics work? Marketing experts say it’s all about perception. Bright colours and big fonts grab our attention and trigger a sense of urgency—think ‘limited time only!’ or ‘while stocks last!’
Even if the price isn’t lower, the presentation makes us feel like we’re getting a deal.
Professor Jana Bowden from Macquarie University warned that ‘many pharmacies prey on consumer complacency. Bright sales tags, stickers and promotional flags trick consumers into thinking there’s a sale to be had.’
Australia’s consumer watchdog, the Australian Competition and Consumer Commission, made it clear: businesses must not mislead customers.
That includes advertising a ‘discount’ from a price never actually charged, or promoting a regular price as a ‘special.’
Supermarkets have faced similar scrutiny in recent years, with phrases like ‘prices dropped’ and ‘while stocks last’ causing widespread confusion.
Have you ever been caught out by a ‘sale’ that wasn’t a sale? Do you have tips for spotting a genuine bargain at the chemist? Share your experiences and advice in the comments below.
Also read: Sale alert: Woolworths slashes prices on hundreds of everyday items
