Mayor, two city councilmembers propose banning some grocery-pricing practices

Tomorrow morning, a City Council committee gets the first look at a new proposal from Mayor Katie Wilson and citywide Councilmembers Alexis Mercedes Rinck and Dionne Foster, seeking to ban grocery pricing by algorithm. See the draft legislation here. From the slide deck prepared for the council meeting, an explanation:

Here’s what they say is the problem:

Here’s what they’re looking to do:

The proposal would only cover large stores and chains:

A news release just sent by the city elaborates, in part:

The Fair and Transparent Pricing policy will bar large online and brick-and-mortar grocery retailers from using sensitive personal information such as employment status, race, gender, social media posts, browsing history, chatbot conversations, or other similar data to set different prices for different customers.

Prices must be clearly posted and publicly available. Conventional coupons and discounts for seniors, veterans, and other similar groups are protected, as are other types of open and transparent discounts which were identified through conversations with advocates and local grocery business owners.

The policy was inspired by a growing body of evidence that shows personal information is used to price-max customers by squeezing prices as high as they’re willing to pay.

Here’s more on discounts that would be allowed:

And these types of pricing practices:

The full presentation says they’ve already been talking with industry groups as well as potential constituent groups. If this moves ahead, here’s the envisioned timeline:

Friday morning’s discussion is in the Human Services, Labor, and Economic Development Committee (of which District 1 Councilmember Rob Saka is a member), 9:30 am – the agenda explains how to watch, attend, and/or comment. This afternoon’s news release says the committee meeting will be preceded by a rally to kick off the proposal, 8:45 am at City Hall.

Rob August 6, 2026 (2:32 pm)

All for it.

Josh August 6, 2026 (2:35 pm)

Thanks for sharing this news! I was surprised, we’re fairly young and have good eyesight, and got fooled at QFC last week, a sales price on the shelf and in smaller print than we’ve ever seen there, it said “buy 5.” Got the price at the checkout, and thought they got it wrong, so walked back to see, and sure enough, WE got it wrong, the print was so small at the sales price tag that we missed it. It does feel deceptive.

BlairJ August 6, 2026 (4:31 pm)

Saw that today at QFC. The big print low price looked good. Had to get my reading glasses out to determine that low price was only if we bought five. And if it’s on a top shelf, my reading glasses won’t be enough to let me read it. I’ve had to hold my phone up, take a picture, then zoom in on the picture to read what the tag actually says.
Seems to me that Kroger & Safeway are banking on the idea that people will see the “low” price, buy it without jumping through the correct hoops to actually get that price, and then either not check or decide not to bother getting the price corrected.
- WS Res August 6, 2026 (6:06 pm)
  
  I noticed that today too.As much as I’d have liked to buy 5 pints of Haagen-Dasz, there’s not room in my freezer. Bought Snoqualmie Ice Cream instead.
- bolo August 6, 2026 (6:09 pm)
  
  “Seems to me that Kroger & Safeway are banking on the idea that people will see the “low” price, buy it without jumping through the correct hoops to actually get that price, and then either not check or decide not to bother getting the price corrected.”
  
  Yup, I’ve been a victim of this. Embarrassing. The times I’ve caught it before leaving the store and reported it to a cashier or attendant, it’s taken them an inordinately long time to reimburse me, even asking for my phone number, etc.
- JM August 8, 2026 (8:32 am)
  
  I don’t think the proposal addresses what you are describing. It is only about making it illegal to price the same item differently based on who is buying it.
Jon August 6, 2026 (9:35 pm)

How is this related to the legislation? Text being too small isn’t something this legislation addresses. It just says “A grocery business must clearly post the price of goods in a retail location as prescribed by law” but if that’s not already on the books then I’m sure glad it will be

WS Res August 6, 2026 (2:36 pm)

I got a text spam claiming the mayor was going to outlaw grocery coupons and discounts this morning before this was even reported. One wonders who might be interested in getting ahead of this and polluting the waters with misinformation, and who would have access to this info before it even hit the presses. (One does not really wonder.) This legislation is absolutely needed and that is only made clearer by how panicked the Big Grocery conglomerates are about it.

K August 6, 2026 (2:44 pm)

A mass text went out from industry groups about this earlier, threatening an end to reward programs if it passes, lol. They definitely overestimate my interest in reward programs. I miss just having things on sale without having to sign up for a program and give corporations my data to save a buck. If passing the bill takes us back to those days, I am all for it!

Grocery shopper August 6, 2026 (2:45 pm)

Thank you, Mayor Wilson and councilmembers, for this proposal. When Safeway started their club card, I distinctly remember of the possibility of this pricing practice. I primarily shop at store that don’t have club cards (Trader Joe’s and Met Market).

A Niccoli August 7, 2026 (11:16 am)

How can Mayor Wilson be trusted with efficient action? Street cameras turned off from protecting general public. Mis-spoke on her Bite of Seattle response. Etc, etc.

Mike B August 6, 2026 (3:03 pm)

For those unfamiliar, this has been a growing issue throughout the grocery industry, and has been brought to national attention through a variety of media groups. I personally learned about this through More Perfect Union’s reporting. I’m glad to see the City getting a foothold on the issue.

Other concerning grocery practices include testing dynamic pricing with digital price tags, where prices go up during busier times of the day. Of note, the QFC in the Jct is now equipped with digital price tags as of a few weeks ago. These tags can change prices at any instant.

WinCo just opened in Renton on Monday where Fry’s Electronics used to be. It’s about 3-5 minutes closer than the location in Kent, and worth the drive for large grocery hauls. Someday, we can dream of a WinCo in West Seattle, White Center, or Burien.

WS Res August 6, 2026 (6:08 pm)

“Of note, the QFC in the Jct is now equipped with digital price tags as of a few weeks ago. These tags can change prices at any instant.” – I was just there a few hours ago and didn’t see this anywhere. Did you witness this yourself or are you reporting something you heard?
- Mike B August 7, 2026 (11:36 am)
  
  I witnessed it myself. The whole store is equipped. They’re e-ink screens without backlighting, so they look like paper slips in a white frame.

Oerthehillz August 6, 2026 (3:11 pm)

This is why I shop at Fred Meyer. It’s so much cheaper in Burien

FedUp August 6, 2026 (3:34 pm)

Good luck enforcing any of this. The “pain-point” for violations better be so astronomically huge that retailers won’t even think about doing it.

If the fine is too low, retailers will carry on like it doesn’t exist. Penalty funds will just be baked into “cost of doing business” and we will all pay higher prices as a result.

Ivan Weiss August 6, 2026 (4:28 pm)

There’s a simple way around this for the shopper. Pay in cash. That’s what I do, always. Cash is anonymous. They can’t collect my data from a cash purchase. People who demand the convenience of swiping a card, that’s their business. But then they shouldn’t complain when they are subjected to dynamic pricing. And don’t forget, for the grocer, selling your data to data brokers is another profit center for them. My attitude is, my data is none of their business.
- HP August 6, 2026 (6:21 pm)
  
  They have cameras that’ll track you and your purchases.
- WS Res August 6, 2026 (8:33 pm)
  
  “If people pay with debit or credit cards, they deserve to be price-gouged” – do you even hear yourself?
  - Ivan Weiss August 7, 2026 (6:28 am)
    
    Don’t put words in my mouth, pal. I didn’t say anybody “deserved” to be price-gouged.
  - Mellow Kitty August 7, 2026 (9:47 am)
    
    That’s not what he said. While I may not agree with his comment, it’s unfair to misquote him just for a “gotcha” moment.
- BlairJ August 6, 2026 (9:34 pm)
  
  @ Ivan: Will they give you the “member price” if you pay in cash and don’t give them any identifying information?
  - Ivan Weiss August 7, 2026 (5:14 pm)
    
    No, and I’m OK with that.
- Jay August 6, 2026 (9:45 pm)
  
  That doesn’t matter. They use facial recognition, license plate readers, and the mac addresses broadcast by your devices to identify you. You are tracked through the store and the temporary price that they showed you on the shelf is what will ring up at the register. No matter what your payment method. And they’ll charge you a much higher price if you don’t scan your “discount” card.
- Brian August 7, 2026 (9:25 am)
  
  Walking around with any cash is a terrible idea these days.
  - Ivan Weiss August 7, 2026 (5:16 pm)
    
    I choose not to live in fear.

West Seattleite August 6, 2026 (3:35 pm)

This is awesome! Groceries have become such a racket, glad they’re being proactive about this. I hope it also includes clear price labeling- I can’t tell you how many times I’ve browsed products with no listed price, or a price at checkout that’s different than what I saw on the shelf.

Adam August 6, 2026 (3:36 pm)

It’s not often I agree with this crew. But this does feel like a no-brainer. Until then that I see it’s only for large online retailers and grocers. If, at its heart, the practice is unethical due to how our personal information is being used so they can squeeze a few more drops out of consumers, then why isn’t this practice banned for all retailers? I wish they would govern for all and not just against large businesses and exempting small businesses. Unethical is unethical, right?

Jon August 6, 2026 (9:43 pm)

yeah, I don’t get why this allows Metropolitan Market to gouge us- I mean, more than Met Market already does (rimshot)- yet prevents the same thing from Safeway or Whole Foods. I don’t want anyone to algorithmically change prices on me!
Dad August 7, 2026 (6:14 am)

I can’t believe it took me scrolling this far down the comments before someone mentioned this. If it is an unjust practice, which I could agree with, why would you allow a store with 19 locations to do it? Or any store?
- JM August 8, 2026 (8:40 am)
  
  Well… because the legislation addresses a problem that doesn’t really exist in brick-and-mortar retail stores? We are talking about prices that change on a PER-CUSTOMER basis here.

Brandon August 6, 2026 (4:24 pm)

When the invisible hand of the market is replaced by the government’s hand, the market will wave bye-bye! As fortold by history and economic books nobody dares to read anymore apparently.

Ivan Weiss August 6, 2026 (5:31 pm)

“Invisible hand of the market” belongs in the same category as Santa Claus, the Easter Bunny, the Tooth Fairy, and Pie in the Sky When We Die. It’s a myth that only people gullible enough to call themselves Libertarians believe. The truth is that all markets are manipulated by those with the power to do so, and the check on them is the citizenry of a democratic republic, acting through their elected representatives. That’s why I’m 100 percent for this proposed legislation.
Beef August 6, 2026 (5:48 pm)

Markets can’t function without regulation. In its absence, we end up with scams, abuses, and ultimately collapse. Laissez-faire failed in the 19th century and it’s failed every time it’s been attempted since.
WS Res August 6, 2026 (6:10 pm)

Just like that Invisible Hand protected us from cyclospora in our iceberg lettuce, right? No, wait, thousands of people got sick and two have died and we still don’t know if our salad is safe because “the market” (Taylor Farms) worked to disavow responsibility and keep regulations weak.
K August 6, 2026 (7:03 pm)

This isn’t the invisible hand of the market. It’s the invisible hand of corporations price fixing and the government’s hand slapping it back. Consumers will still be able to make choices about which products to buy and which stores to shop at.
- Slc August 7, 2026 (6:51 am)
  
  Agree.
Felix Grounds August 9, 2026 (8:22 am)

” I’ll just let the invisible hand of the market steal my wallet while I lick it’s boot”- Brandon, 2026.

jeffrey August 6, 2026 (4:51 pm)

I remember when the bag fee only pertained to plastic bags, then out of nowhere it switched to paper. Everything these scumbag corporations do is to nickel and dime folks at every turn. It’s getting, and has been out of control for a very long time.

Micah August 6, 2026 (5:08 pm)

Love this. Even if it’s a long-shot Mayor Wilson is at least trying something to help everyone. The whole “I’m fiscally responsible and asking the tough questions” line is so tired and ineffective – I’d rather see big swings rather than confused and scared austerity because someone is looking for that 50+ year idea of “fiscal responsibility ”.

The King August 6, 2026 (5:09 pm)

A city that’s facing a $488,000,000 budget deficit over the next three years proposing advice on how a business should be run?

Jon August 6, 2026 (9:29 pm)

apologies if this comes as a shock but seattle’s government has been regulating business for longer than you have been alive

onion August 6, 2026 (5:16 pm)

This is good legislation, but … it should be implemented at the state or even national level. (I know, fat chance the federal government — especially with the current administration — gets in the way of corporations’ ability to gouge consumers). I assume Seattle is not alone in trying to regulate these behaviors. I’d love to know what other cities, states, or even countries are adopting similar legislation.

WSB August 6, 2026 (5:24 pm)

Look at the slide deck, which I linked in the story. It includes a map-type list of other states considering something similar. Somewhere in the council-meeting documents it also mentions the Legislature considered something related last year.

L.R.Hood August 6, 2026 (5:23 pm)

I honestly don’t see what difference this additional bureaucratic nonsense will make and why everyone here is ready to break out vintage champagne bottles like your grocery bills will halve tomorrow. This thing prohibits “price setting based on personal information”. And? How exactly is that being done in grocery stores? Do store cameras identify your name and dispatch store employees to immediately re-price the items on the shelves as you walk around in aisles? We seem to be so desperate for a price break on a box of stale donuts, we’re ready to celebrate any useless legislation no matter how dumb is sounds.

WS Res August 6, 2026 (8:29 pm)

It is not happening yet, that we know of. It is being openly proposed by the grocery industry, however. The point is to not try to close the barn door once the horses are already out.
Jay August 6, 2026 (9:48 pm)

They track you through the store with the CCTV cameras and facial recognition, and update the digital price tag on the shelf with your personal price and then that’s what the item will ring up at the register.
Gibby August 7, 2026 (6:45 am)

Not that they’re doing it now, but the tech exists. Safeway near White Center has digital tags. Delta debuted tech where 100 different people would look at a digital screen and only see THEIR flight details. So while you mock at the idea, understand that while it may not be possible at a grocery store yet, that it’s not some sci-fi fiction novel. This stuff is in the works today. (https://news.delta.com/tags/parallel-realitytm)

Fiz August 6, 2026 (6:05 pm)

Love my Morgan Street Thriftway and MetMkt.

Jon August 6, 2026 (9:51 pm)

is this love possibly because they will be the only ones able to do exactly this sort of price discrimination in the future? This legislation doesn’t apply to them. If you are hoping that will somehow save you money you are quite mistakenunless by “my” you meant you own both of these establishments, in which case congratulations there are good times ahead for you
T Rex August 7, 2026 (10:15 am)

Myself as well Fritz! Thriftway is and always will be the only place I shop, been going there for 27 years now. It is super close to my house, is NOT GIGANTIC like other stores and still has the family feel to it that most other stores have. Many folks say they are too high, but I find the quality of their items are worth it. Of course, I am not feeding a family, so that does make a difference.

Spooled August 6, 2026 (6:18 pm)

So everything else in the city must be pretty perfect now. If they’re looking for problems like this. Crime under control? Vagrancy? Traffic and roads in top shape? Utilities are rock solid? That’s what I want from my local government. I have a choice when I buy a box of Raisin Bran including putting it back. I don’t in those other things. I’d rather my elected focus on bigger issues.

Beef August 6, 2026 (7:32 pm)

I too think that it is wrong to go after low-hanging fruit. Problems must be solved strictly in order of severity! One thing at a time!
Foop August 6, 2026 (9:40 pm)

I for one will be more impacted by that than whatever random crime you’re worried about.imagine a goveeent body that can do multiple things at once.just a shame I don’t see Rob “food desert” Sakas name involved so far in support.

Michael August 6, 2026 (6:35 pm)

I’m really glad they’re working to do something about this!

BDR August 6, 2026 (6:39 pm)

This is a step in the right direction. In my opinion, NO stores should be allowed to change prices on items depending on who is buying an item. Not big stores or small stores. Not grocery stores or stores only selling other items should be allowed to change pricing per buyer. It is unfortunate that consumers have little choice about using the internet and creating a digital footprint. Everything from your cell phone, credit card, debit card, TV, your car and other things are tracking, logging and selling our information to be used against us. Paying in cash without using a loyalty card might stop the price gouging but are you sure those bank cards in your wallet are not signaling price changes?

CarDriver August 6, 2026 (6:47 pm)

If anyone thinks this will translate to lower grocery prices have I got a bridge for you. Telling them to cut back somewhere works until you open your eyes and figure out they raised prices somewhere else.

WS Res August 6, 2026 (8:26 pm)

Yes, why do anything, everything is terrible, we should lay down and do nothing whatsoever about anything. Congratulations, you win at cynicism.
- CarDriver August 7, 2026 (1:08 pm)
  
  WS Res. I am cynical. But here’s your opportunity to educate me on why this (or any) legislation will show up as a cheaper grocery bill for all of us.
  - Jon August 7, 2026 (6:55 pm)
    
    Why is the burden of proof on them? You could clarify why you think this legislation will lead to consumers losing money, because I don’t see how that tracks

Star55 August 6, 2026 (7:16 pm)

Thank you !!!

Erik August 6, 2026 (9:33 pm)

Finally the City Council doing something that ACTUALLY helps us.

Frog August 6, 2026 (11:05 pm)

This type of legislation would seem to apply only to online shopping, where retailers can change prices both up and down based on individual characteristics. In physical retail, the shelf tag sets a maximum price for everyone, and they can only individualize downward. I believe they do this a lot — “best customer bonus” — and it’s mostly based on your shopping history, not any demographic attributes or online behavior. Stores offer you a low-ball price on something you routinely buy in quantity, or something you have a history of buying at the low price as a treat, to draw you in. Their computer is analyzing the profitability of your entire shopping cart. They will give you more best customer discounts if you are a big spender in general, or tend to buy a lot of other high-margin items. Only a little bit of this would be “predictive” — based on an estimate that the store is currently capturing only a small part of your spending and they could capture more. Their estimate of your total spending might involve demographic attributes — family size, employment, gender — but, like, whatever. This is all about enticing you with discounts, not raising prices to some pain point. This legislation sounds like progressive posturing, and it will impose compliance costs on the grocery industry at a time when progressives claim to care about the cost of living.

Keenan August 7, 2026 (11:21 am)

This kind of thing is why I chose to move to and buy my home in Seattle. We are a tiny island of rationality in a national sea of corporate raiders. This is what government is supposed to be for – protect the interests of its people and not serve us up on a silver platter to be milked for profit.