How much …? The rise of dynamic and personalised pricing

Cheaper croissants in the morning is one thing; being charged according to your credit rating is another. As Black Friday approaches, should we trust the prices of online stores – and even bricks-and-mortar retailers?You wait 24 hours to book that flight, only to find it’s gone up by £100. You wait until Black Friday to buy that leather jacket and, sure enough, it’s been marked down. Today’s consumers are getting comfortable with the idea that prices online can fluc