Is ‘shrinkflation’ hitting your grocery cart? Experts say you may be spending more for less

Sept. 9, 2022 - Jackie DeFusco - 8 News, WAVY

“Shrinkflation is sort of like the evil little twin brother of inflation,” said Christopher Herrington, an associate professor of economics at Virginia Commonwealth University. “If I’m a retailer and I want to raise prices on what I’m selling but I know consumers are going to be attuned to that, I can do it in a back handed way by shrinking the size or the quantity of what I’m selling, instead of actually changing the sticker price.”

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