@dailymailuk: Shoppers could face “dynamic pricing” on the high street. The cost of everyday items could change depending on demand. The system, already used by airlines, taxi apps and ticket sellers, adjusts prices in real time so products can become more expensive when demand spikes. Retail experts say new digital shelf labels being rolled out in supermarkets could make the technology easier to use in stores, although many chains insist they have no plans to introduce surge-style pricing. Still, the idea has sparked concern among shoppers worried the weekly shop could start looking a lot more like booking an Uber at rush hour.