Digital price labels could be coming to a grocery store near you—if it isn’t there already. The pricing system, which replaces paper stickers with electronic labels that can be changed in real time, is being rolled out in stores like Whole Foods, Amazon Fresh, and the Midwestern chain Schnucks. Walmart recently became the latest retailer to announce that it will soon switch to a digital pricing model, expanding into 2,300 stores by 2026. [time-brightcove not-tgx=”true”] But the switch has caused apprehension amongst consumers worried that the ability for stores to change prices quickly might make them more vulnerable to price gouging— in which the price of a good is increased when there’s higher demand.