Ordinary Gweilo

Today’s Sunday Morning Post has a large photograph of a supermarket shelf, to illustrate the fact that all the price labels are yellow.  Yes, really.

Short history lesson.  Until a couple of years ago, ParknShop (for it is them) used to have mainly white labels, reserving yellow for special prices.  Except that “special” would include bogus discounts and trivial reductions (was $83.70, now $83.60), and so was almost meaningless.

Then they introduced “Everyday Low Prices” and changed all their price labels to yellow regardless of whether the price was “special” or normal.  This was presumably intended to bamboozle the more dim-witted shopper who had been brain-washed into believing that yellow labels denoted special prices.  The SCMP story (Supermarkets blur the line in ‘promotions’) seems to suggest that it may have worked: 

When approached yesterday, shoppers said they had noticed more yellow tags, but did not realise the old labels had disappeared. Isabella Tsun, shopping in a ParknShop store, looked sceptical when told the white price labels had been removed.

“Are there really no more white tags?” she asked.  Ms Tsun and her friend said they were always on the lookout for yellow labels as a sign of special offers.

Another shopper, Mani Lam, wanted the white labels back and said the Consumer Council should push the supermarkets to reuse the traditional labels. “Normal prices should be labelled in white,” she said.

A third customer, Magdalene Leung, said she did not realise products with the “every day low price” slogan were not necessarily cheaper.  Ms Leung said she used to peep behind the yellow tags to see what was on the white ones so she could “check if there is truly a difference between the two”.

They’re tricking you!  The yellow labels never meant much, and now they mean nothing. 

A Wellcome spokeswoman said they could not pinpoint exactly when the labels were replaced, but the reason was that coloured ones were more eye-catching, and it was more environmentally friendly to use just one type.

How can it possibly be more environmentally friendly to print price labels on yellow paper rather than white?  The Post seems to have missed the point with their sub-heading:

Price comparisons made difficult as white tags quietly give way to yellow ones

The whole point here is that supermarkets in Hong Kong are not bound by any consumer protection laws (such as apply in the UK and Australia), and so they take full advantage of this by increasing and decreasing prices to create the impression of price reductions.  Changing the colour of the label is a trivial matter compared to their practice of increasing prices and claiming they have reduced them.  

I think it’s time for some more different coloured labels.  Maybe green for ‘higher price Friday’ or blue for ‘temporary price hike’ or purple for ‘the same price as Wellcome’.