In a growing trend reminiscent of airline ticket pricing, cultural attractions and retail stores are increasingly adopting dynamic pricing models. This shift is reshaping how consumers interact with pricing across various sectors, from zoos and museums to supermarket chains [1][2][3].

Zoo New England, operating two zoos in eastern Massachusetts, has embraced this pricing strategy. John Linehan, president and CEO, explains the complexity of their system: 'It's complicated. We use almost two dozen factors to recommend what to charge guests' [1].

The move to dynamic pricing was motivated by concerns over accessibility. Linehan states, 'As we watched that pattern [of seasonal price changes], we were afraid some families were going to get priced out. I'm a father of four and I know what it is like' [1].

The new system at Zoo New England offers cheaper rates for advance purchases and works in conjunction with the Mass Cultural Council's discounted admissions program for low-income families. Linehan believes this approach 'puts some control back in the consumer's hands' [1].

This trend is not limited to cultural attractions. As of June 9, 2025, major UK supermarket chain Sainsbury's has begun trialing electronic shelf-edge labels in select larger stores [3][4]. These digital tags allow for real-time price updates, potentially paving the way for dynamic pricing in retail settings.

The trial at Sainsbury's initially focuses on items such as alcohol and health products. This move follows similar trials by other UK supermarkets including Asda, Waitrose, Morrisons, Lidl, and the Co-op [3].

Proponents of these digital systems argue they improve efficiency, reduce paper waste, and increase pricing transparency. However, the potential for frequent price changes raises questions about consumer adaptation and fairness [3].

As dynamic pricing becomes more prevalent across various sectors, consumers may need to adjust their purchasing strategies. Whether buying zoo tickets or groceries, the price you pay may increasingly depend on when you choose to make your purchase.