Coles shopper calls out 'specials' ticketing error: 'A crime'

Supermarket giant Coles has been called out by shoppers for a labelling error that has been dubbed a "crime".

In a TikTok video posted by customer @amberjade316, a "special" label can be seen on a jar of Vegemite with a price of $7.30, but it's the regular price shown underneath that sent viewers into a frenzy.

While the discounted price is $7.30, the regular price shown underneath was only $7. 

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Some less inquisitive customers could be leaving the store thinking they've scored a bargain, where instead, they've actually fallen victim to a misleading price increase. 

Comments on the video all follow a similar theme – outrage seemed to be the colour of the day. 

"I'm shocked," one person commented.

Though some made light of the situation, with one user commenting, "Did you not realise that the 'specials' are a special price increase."

But others put out a call to action, with one person saying, "can we all agree on a day that no one shops at Coles or Woolies" and another responding, "that's why I've been shopping at Aldi recently."

In a statement to 9Honey Money, Coles put the error down to an honest mistake. 

"Coles takes clear and accurate pricing information on tickets very seriously," a spokesperson said.

"We always aim to ensure that our specials represent value for our customers.

"We always strive to ensure accuracy across the thousands of lines we offer, from time to time if an error occurs, we work urgently to resolve it including identifying any root cause."

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The mishap comes off the back of a report from The Daily Telegraph, revealing Coles had become 6.8 per cent more expensive since 2022. 

This, paired with the rising cost of living, has many Australian shoppers up in arms about the profits supermarkets giants are raking in. 

Over the last financial year, Coles and Woolworths made a staggering $1.1 billion and $1.6 billion. 

According to financial disclosures, Coles' operating margin has increased to 5.3 per cent and Woolworths to 5.9 per cent over the pandemic and inflationary periods. 

More and more Australians are making the choice to take their business to smaller local grocers to avoid the increasing prices seen in larger supermarket chains.