How to display prices clearly on your products

You are legally required to show a clear and final price for every product you sell. This price must include VAT and be easy for customers to see, either on the item itself or on the shelf edge where it's displayed. Getting this right is essential for complying with UK consumer protection laws, building trust, and ensuring a smooth checkout process for your customers.

Your options for pricing

There are two common and accepted ways to display prices in a retail environment:

• On the product itself: This involves putting a price sticker or tag directly onto each item. This is useful for individual items, sale goods, or products that might be moved around the store.
• On the shelf edge: Using printed labels that slot into the front of the shelf is the most efficient method for most shops. It makes it much quicker to price a large number of items and to update prices for promotions.

Key rules to follow

Whichever method you choose, you must ensure your pricing is:

• Clear and readable: The price must be easy to spot and understand. Avoid tiny fonts or confusing layouts.
• Accurate: The price displayed on the shelf or product must be the same as the price charged at the till. If you make a mistake and display a lower price, you are generally expected to honour it.
• Inclusive of VAT: The price you show must be the total amount the customer has to pay. You cannot add VAT on at the till.

Top Tip: Regularly walk around your premises and spot-check that your shelf prices match the prices programmed into your till system. This simple check helps prevent pricing errors and keeps customers happy.