Every click, swipe, and online search tells a story—and companies are listening closely. This digital eavesdropping has given rise to surveillance pricing, a strategy where retailers quietly adjust prices based on what they know (or think they know) about you.

Here’s how it works: When you shop online, companies collect data such as your location, browsing history, income indicators, and even the type of device you’re using. Then, using algorithms, they personalize prices to match what you’re likely willing to pay. Two shoppers could look at the exact same item—say, a pair of running shoes—but see two different prices. One person might get a discount, while another pays more simply because the data suggests they can afford to.

It’s a modern twist on an age-old sales tactic—only this time, the negotiation happens behind the scenes.

So how can you protect yourself?

Shop in incognito or private mode. This prevents websites from using your browsing history to influence prices.
Clear cookies regularly. These small files track your habits across multiple sites.
Compare prices on multiple devices or browsers. You might be surprised by what you find.
Avoid clicking ads or emails directly. Go to the retailer’s site on your own instead.

Surveillance pricing isn’t illegal—but it’s a reminder that data has value, and someone is always calculating yours.

At Game Time Budgeting, we believe informed consumers make better money decisions. Whether it’s budgeting, saving, or outsmarting hidden costs, remember: the more you understand how money moves around you, the more control you keep over where it goes.