Story perspectives

62% of Americans Reject Personalized Pricing Amid Privacy Concerns

2/13/2026

Summary

Story summary

Talker Research reports that 62% of Americans are concerned about surveillance pricing, where retailers use personal data to set individualized prices.
Sixty-six percent would stop shopping at retailers that charge different prices based on personal information.
Forty-eight percent prefer retailers that allow opting out of data-based pricing, even if it means missing personalized discounts.
New York has enacted a law requiring clear disclaimers for data-based pricing.

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Story summary

Talker Research reports that 62% of Americans are concerned about surveillance pricing, where retailers use personal data to set individualized prices.
Sixty-six percent would stop shopping at retailers that charge different prices based on personal information.
Forty-eight percent prefer retailers that allow opting out of data-based pricing, even if it means missing personalized discounts.
New York has enacted a law requiring clear disclaimers for data-based pricing.