You bought a gift, and a week later the same item is cheaper. Or another store has it for less today. Many stores have a price adjustment or price matching policy that can give you the difference, but no federal law requires one, and every store writes its own rules. This guide explains how these policies usually work, what to ask before you buy, and what federal rules say about "was" prices. General information only. Facts checked November 9, 2026.
Price adjustment vs price matching
| Price adjustment | Price matching | |
|---|---|---|
| What it is | The same store lowers its own price after you buy, and refunds you the difference. | The store sells you an item for the lower price another seller is offering. |
| When | After the purchase, within a set number of days. | Usually at the time of purchase, sometimes for a set time after. |
| Proof | Your receipt or order number and the new price. | The competitor's current price for the identical item (same model, same seller conditions). |
What to ask before you buy
- Is there a price adjustment policy, and for how many days? Find it in writing on the store's website or the receipt.
- Does it apply during holiday sales? Some stores exclude Black Friday and Cyber Monday prices, "doorbusters", limited-time offers or clearance items.
- Which competitors count? Some stores match only certain stores or only items sold and shipped by the competitor itself, not by marketplace sellers.
- How is the difference refunded? To your card, as store credit or as a gift card.
- What about returns? If there is no price adjustment, check the return window. Some shoppers return an item and buy it again at the lower price, but restocking fees, return shipping or "final sale" rules can make that cost more.
Keep your receipts and order confirmations, and take a screenshot of the lower price with the date. Store policies change, so check the current version before each purchase.
What federal rules say about "was" prices
The FTC's Guides Against Deceptive Pricing (16 CFR Part 233) explain when price comparisons in ads are fair:
- Former prices: a "was" price is fair when it is the actual, bona fide price at which the item was offered to the public on a regular basis for a reasonably substantial period of time. If the former price is fictitious, the "bargain" is a false one.
- "Retail value" or "comparable value": comparing with other stores' prices is misleading unless a reasonable number of the principal stores in the area really charge that price.
- "List price" or "suggested retail price": a manufacturer's list price is fair to compare with only if substantial sales are made at that price in the area.
Source: 16 CFR Part 233. In practice, the best check is your own: compare with prices you have seen, as our "Is it really a deal?" calculator does.
If a store will not honor its policy
- Ask for a manager and show the written policy.
- Contact the company's customer service in writing and keep a copy.
- If you think an ad was misleading, you can report it to the FTC at ReportFraud.ftc.gov or to your state attorney general.
Frequently asked questions
Do stores have to give a price adjustment?
No. No federal law requires a price adjustment or price matching. It depends on each store's own written policy.
What is the difference between a price adjustment and price matching?
A price adjustment refunds the difference when the same store lowers its price after you buy. Price matching gives you another seller's lower price for the identical item.
Do price adjustments work on Black Friday prices?
Some stores exclude holiday sale prices, doorbusters and limited-time offers. Read the policy before you buy.
Is it legal for a store to show a fake "was" price?
The FTC's Guides Against Deceptive Pricing say a former price must be the actual price the item was offered at regularly for a reasonably substantial period; a fictitious former price makes the bargain a false one.
What proof do I need?
Usually your receipt or order number and the lower price for the identical item, such as an ad or a screenshot with the date.