Can Walmart ‘Change’ The Price Based On Spending Habits? Florida Woman Says Price Tags Mean Nothing Anymore: ‘Just Like Amazon Does’

Shoppers at Walmart have noticed something strange.

In most stores, one can see how much something costs by simply looking at the price label on the item or by checking out the price tag on the shelf. Recently, this has changed in certain major retailers. For example, Walmart recently implemented digital price labels that allow the store to quickly change prices without needing to print out a new tag.

That’s not the only pricing change the chain has made in recent months. Now, a user on TikTok says that Walmart’s new pricing system is being used to rapidly change prices. But is it true?

What’s Going On With Walmart’s Pricing?

In her video, TikTok user Nicole Rhea (@nicolerheafl) says there’s a reason that Walmart “does not put prices on their clothes anymore.”

“That’s because they can change the price once they get to the register based on your buying habits and your information in the app, just like Amazon does,” she says.

“Depending on the time of day and what they think you’ll pay for it, you’ll see a variance by $1, $2,” she continues. “But next time you’re there, check it out. You won’t find prices on these tags anymore.”

Rhea further states in the overlay text that Walmart “forces you to scan with their app.”

In the comments section, she clarified that her belief is that “the price varies online versus in store at the register…It’s dynamic pricing and all done in the app.”

Is This True?

There’s currently no evidence that this is the case.

In the comments section, Rhea defends her position by telling users to do research on dynamic pricing. While dynamic pricing does exist for certain retailers, Walmart is not currently one of them.

As previously covered by BroBible, Walmart’s rollout of its digital price displays had internet users worried. Some speculated that this would allow the chain to implement dynamic pricing, where prices change fluidly due to demand or other factors. Walmart has denied this.

To date, no one has provided tangible evidence that prices in the store are dynamically changing. Additionally, studies have shown that, historically, the introduction of digital price displays has not led to price surges.

Walmart also does not require customers to scan products with the app, either. If someone is a Walmart+ member, they can use the app’s Mobile Scan & Go feature to scan their own items and check out with their phone. However, this is not a requirement.

Did Walmart Really Get Rid Of Clothing Price Labels?

Sort of. As reported by The Sun in August 2025, Walmart recently changed how they displayed prices for clothing. While clothing prices were formerly found on the tag, they are now listed on the peg or shelf.

“As we strive to provide the best value for our customers while remaining flexible and competitive, earlier this year we implemented a change to our labeling process for some items,” the company wrote in a statement. “Customers will now see prices for some items displayed on peg or shelf instead of hang tags. Some hang tags will also be stickered versus printed.”

Consequently, several videos went viral of Walmart employees removing price tags from clothes.

In a follow-up video of her own, Rhea asked an employee why there were no price tags on clothing. The employee’s answer was that tariffs made pricing difficult. Another employee speculated that it could be done to encourage shoppers to download the Walmart app.

Commenters Aren’t Convinced

In the comments section, users weren’t sold on the idea that Walmart was altering prices in this manner.

“As someone who works for Walmart. we don’t do that. she’s spreading misinformation,” wrote a user. “her Walmart just doesn’t use pricing guns.”

“Girl stop I work there in the fashion department we have to take the perforated tags off because the tariff keeps changing so we can’t guarantee the price from day-to-day,” offered another.

Still, some simply voiced their distaste for the new system.

“They are gonna lose a lot of business. I’m not buying something with no price on it,” declared a user.

BroBible reached out to Walmart via media relations contact form and Rhea via TikTok and Instagram direct message.