Consumer council: Elevator prices harm furniture competition

According to Morten Bruun Pedersen, chief economist at the Danish Consumer Council, large fluctuations in prices for furniture, beds, and appliances blur actual costs, making it hard for consumers to discern real value. Pedersen criticizes this opaqueness for creating dysfunction in the market and competition. He urges consumer protection authorities to examine market efficiency and compliance with rules. With many products sold on promotion, retailers may inflate the ‘normal’ price to exaggerate the appearance of savings. Pedersen emphasizes the need for clear pricing to help consumers make informed choices. Though ‘cycle pricing’ (selling at a normal price for 30 days before a 10-day sale) is legal, it necessitates extensive consumer research.