Same Cart, Different Price: Instacart’s Price Experiments Cost Families at Checkout

December 9, 2025
Consumer Discretionary, Information Technology

By GROUNDWORK
Published on December 09, 2025

Two shoppers walk into the exact same grocery store, at the exact same time, and pick up the exact same box of Cheerios. Then, they head to the cash register to check out. This sounds like the opening to one of those “three guys walk into a bar” jokes — but there is nothing funny about this punchline.

The first shopper is charged $4.99. She pays and leaves the store with her box of cereal. The second customer steps up to the register and is charged $6.12. He’s ticked and tells the cashier that he, too, should pay $4.99, just like the woman in front of him. His response is understandable. Customers expect to pay the exact same price, for the exact same item, and his experience violates our shared understanding of how pricing for essential products like groceries is supposed to work.