Tesco pricing labels...

fpcat

They do this in my local in Wales also. I saw an elderly gentleman picking out 6 peaches for his wife, he said they were good value at 19p. He hastily put them back when I pointed out that they were actually 50p, with a saving of 19p, he was quite upset that he had nearly spent that much on 6 pieces of fruit. Most of these labels in our store are low down on large displays of non-perishables on the floor, and to be honest the reduction stands out so much more than the actual price that I can understand people being taken in.