Valentine’s: Sainsbury’s called out for unequal prices

Author: CIM COM

Right now, there’s a groundswell of public voices craving greater equality. The centenary of the first women getting the right to vote in Britain puts this into sharp focus. It means that now is not the time to overtly discriminate against women. So, it was surprising to see Sainsbury’s differential pricing of Valentine’s cards for men and women, called out by a customer.

It’s not that long ago that retailers Boots and Superdrug had to review their product pricing after campaigners expressed outrage that female-specific products cost more – including pink razors.

Research by The Times discovered pricing differences across a wide range of items including toys, clothes and beauty products. It found that on average, those products targeted at women cost 37% more.

How should we view this consumer complaint?

Does the price differential reflect…

…a minor misjudgement within Sainsbury’s pricing strategy?

…a sensible commercial decision based on women’s greater willingness to spend more on these products than men?

Or, by its diminutive nature, is it yet another sign that shows just how endemic price inequality is?

Whatever your view, it’s surely unwise to charge a wife more, and a husband less, to say “I love you”.