Coles worker claims customers are being 'gaslit' as supermarkets face pricing crackdown

A Coles worker has claimed customers are being "gaslit" while speaking about the barrage of questions frontline workers can cop from shoppers about rising prices.

Sharing a recent incident in which a customer was apparently confused and angry about the price of Tim Tams, the woman recalled how she had to explain that head office sets the prices, not the store.

"The customer said to me, 'Whoever does the prices at the store should be ashamed of themselves'," she said in a video shared on TikTok.

"But what he was complaining about as well, was a packet of Tim Tams," she continued.

The customer had apparently bought a big packet of Tim Tams for $7.50. The worker claimed she then noticed the smaller packs were priced at $3, making them significantly better value for money.

"So I think as a collective, as people, as human beings, we need to start looking at those type of things and looking at grams and seeing what is worth our money," she said.

"Don't get me wrong, $7.50 for Tim Tams is absolutely crazy," the Coles worker said. "I understand it sucks. And it sucks working for a company that, you know like, they get their money ... but all I'm doing is earning money so I can pay my bills so I can afford to take my daughter to daycare.

"But thought I'd do a PSA [public service announcement] to double check ... see if you can get something cheaper for the grams you're buying, don't just go off what's convenient."

How supermarket shoppers can get the best value

Professor Nitika Garg from the School of Marketing at the University of New South Wales has previously urged customers to do the same.

"I advise consumers to look at the unit price for whatever they’re buying — whether it's flour, sugar, spices, fruits — because it is very difficult to always assess by the package what the price is," she told Yahoo News recently after a Coles customer questioned the legitimacy of certain unit pricing displayed in store.

"It's not as if marketers and retailers are out to get you," she added. "Obviously they use certain tactics to make you spend and buy certain products, but if you are reasonably cautious, which is you checking the unit price, it doesn't take that much."

'The supermarkets are now gaslighting us'

In a follow-up video, which she has since deleted (but you can watch below), the same Coles worker said the next time she went into the store the price had changed, and the cost of two packets had risen to $8.

"I feel like the supermarkets are now gaslighting us," she said.

Yahoo understands major supermarkets like Woolworths have reprimanded staff in the past for making video content about their workplace and has decided to keep the woman's identity concealed. Yahoo approached Coles for comment on its social media policy for staff but the supermarket did not clarify its position.

At the time of writing, the large 365g packet of Tim Tams was for sale at Coles online for $6, down from $7.50. Meanwhile the single row packet is priced at $4.5, down from $6.

Aussies debate price hikes on unhealthy non-essentials

Many Aussies admitted to feeling less sympathy for customers feeling frustrated by price hikes on items such as Tim Tams, which many people deemed unnecessary.

"If money is an issue then you don't need Tm Tams," one person commented.

"They are not a necessity," another agreed.

In the since deleted clip the Coles worker said such a position was "totally valid ... but some people just want that extra treat. It's like it's a little privilege for the hard work you've been doing."

Potential class action suits against Coles and Woolies over pricing tactics

Coles and Woolworths shoppers could claim up to $5,000 back from the supermarket giants if they are found to have deceived shoppers with their pricing tactics.

Carter Capner Law is the second Australian law firm investigating whether a potential class action suit against the supermarkets is viable alongside the ACCC-led government inquiry.

"Early estimates suggest that households could claim between $2,000 and $5,000, depending on the amount spent and the impact of the deceptive pricing," law director Peter Carter said.

Both supermarkets are accused of violating Australian consumer law by the consumer watchdog after allegedly making misleading discount pricing claims on hundreds of widely sold supermarket products by raising prices before lowering them with their "Prices Dropped" and "Down Down" sales campaigns.

Many consumers have lost trust in supermarket pricing while suppliers have said they are forced to agree to unfavourable terms, according to the ACCC's interim report.

A final report on the inquiry is due to be delivered to the government by February.

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