Do shops have to display prices in the UK?
Clear prices are one of the first things a trading standards officer looks at, and one of the easiest things to get right. They also build trust: a customer who has to ask for every price often ends up asking for none, and leaves.
This guide follows the government guidance on the Price Marking Order published on GOV.UK (updated for changes in force from 6 April 2026) and turns it into practical steps for an independent shop: clothes, gifts, homeware, a deli, a bookshop or a florist. It covers Great Britain; Northern Ireland has its own, similar order.
The selling price: what it must include and how to show it
The selling price is the final price the customer pays for one unit of the product. According to the guidance:
- It includes VAT and any other taxes.
- It excludes any deposit (for example a returnable container), which is shown separately.
- It is unambiguous, easily identifiable and clearly legible, in a clear font of reasonable size. Legibility is judged for a customer without a sight impairment, and the guidance encourages you to think about accessibility as well.
- It is given in proximity to the product and available without the customer needing to ask for help.
In practice: a label on the item, a shelf-edge ticket directly below it, or a clear sign on a table of identical items. A price list behind the counter that customers have to ask for does not meet the “without assistance” test.
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Windows, displays and stock in drawers
| Where the item is | What to do |
|---|---|
| On a shelf, table or rail | Label on the item or a ticket right next to it |
| In the window | Show a legible price; the proximity rule applies to window displays too |
| Jewellery, precious metal items or watches in the window priced above £3,000 | Exempt from the proximity rule (the price must still be available) |
| Several identical items displayed together | One clear sign can cover them all |
| In drawers or boxes behind the counter | Make prices available without asking: on the box, or a clearly displayed list |
A tip for busy windows: number each item with a small card and stick a neat list to the bottom of the glass (“1. Wool scarf £35 · 2. Leather bag £79”). Prices are readable from the street without spoiling the display.
Unit pricing: per kg, per litre, and the small shop exemption
A unit price (price per kilogram, litre, metre…) is required for products sold from bulk (loose goods weighed or measured for the customer) and for products that other legislation requires to be sold in a stated quantity or a prescribed quantity.
Small shop exemption. The guidance defines a small shop as one with a relevant floor area not exceeding 280 square metres. Small shops do not need to show a unit price for pre-packed products in constant quantities. The exemption does not apply to products sold from bulk: if you weigh coffee beans, sweets or cheese for customers, show the unit price.
| Example | Price shown | Unit price |
|---|---|---|
| Loose coffee beans, weighed to order | Price per weight | £28.00 per kg (required, even in a small shop) |
| Jar of honey 340 g, pre-packed | £6.80 | £20.00 per kg (optional in a small shop, required in a larger one where it applies) |
| Olive oil 500 ml, pre-packed | £12.50 | £25.00 per litre (same as above) |
The calculation is simple: price divided by quantity. £6.80 ÷ 0.34 kg = £20.00 per kg. Even when not required, showing unit prices on a deli shelf helps customers compare and is appreciated.
Offers, reductions and multi-buys
When you reduce a price, the reduced selling price must be shown as clearly as a normal price. The guidance on GOV.UK adds:
- Individual repricing is the norm. A general notice (“20% off all marked items”) is allowed only where individual repricing is not reasonably practicable, which the guidance describes as a high threshold.
- Where a product has more than one price (for example a loyalty-card price and a standard price), each selling price must be shown with the conditions for the lower price.
- Damaged or shop-soiled items sold at a reduced price need the reduced selling price, but not a reduced unit price.
- Price comparisons must be honest. Any “was” price should be a genuine recent price: see our guide to running a sale under UK pricing rules.
Gift box “Breakfast”: £28
Contains: apricot jam 340 g (£5.50 separately) · wildflower honey 340 g (£6.80) · black tea 100 g (£8.90) · stoneware mug (£10.00)
Prices for services: alterations, delivery, engraving, workshops
The Price Marking Order covers goods, not services. Services are covered by wider consumer law. Under the Consumer Rights Act 2015, what you tell a customer about a service (including its price) can become part of the contract if they rely on it, and if no price was agreed, the customer only has to pay a reasonable price. Displaying a clear price list is therefore the simplest way to avoid disputes.
Our services
Trouser hem: £12 · Sleeve alteration: from £18 (free quote) · Engraving: £8 for up to 20 characters · Gift wrapping: free · Local delivery: £5 · Christmas wreath workshop (2 hours, materials included): £45
If a price depends on the job, say how it is worked out and offer a quote before starting. If you charge for quotes, say so up front.
Enforcement and penalties
According to the GOV.UK guidance:
| Route | Who | Maximum penalty |
|---|---|---|
| Criminal (Prices Act 1974) | Local trading standards only | Unlimited fine |
| Civil (Digital Markets, Competition and Consumers Act 2024) | Trading standards, the CMA, sector regulators; Which? can seek directions | Up to £300,000 or 10% of global turnover, whichever is higher |
For a small shop, the usual first step after a complaint is advice from trading standards to put things right. Keeping prices complete and legible every day is the best protection.
The most common price display mistakes in small shops
Missing prices are rarely deliberate. They come from the pace of the day. The usual suspects:
- New stock put out before it is labelled, “just for the morning”. Label before you merchandise, even with a handwritten ticket.
- A beautiful new window with no prices readable from the street.
- “Price on request” on ordinary items: customers should not have to ask.
- Supplier labels left on items, showing a price before VAT or in another currency.
- An expired offer sign still in place weeks after the promotion ended, so the till charges more than the shelf says.
- Different prices in store and online with no explanation, which makes customers feel misled even when it is lawful.
- Tiny, faded or handwritten tickets that are hard to read, especially for older customers. The guidance asks for a clear font of reasonable size.
When the till and the shelf disagree, many shops simply honour the lower price. It costs little, avoids an argument at the counter, and is the kind of gesture customers mention in reviews. Keep a roll of labels and a marker next to where deliveries are unpacked, and do the walk-round below every week.
The ten-minute walk-round checklist
Print this list and walk round the shop with it, for example every Monday morning or after each delivery:
- Window: every item has a legible price
- Shelves, tables and rails: no item without a price
- Drawers, boxes and locked cabinets: prices available without asking
- Loose goods weighed for customers: unit price shown
- Pre-packed food and toiletries: unit price if your shop is over 280 m²
- Gift boxes and bundles: contents and price clear
- Reduced items: reduced price shown on or next to each item
- Services: a clear price list near the counter
- Online shop: prices include VAT, delivery costs shown before checkout
Make sure your Google Business Profile and website say the same thing as your labels. Consistent prices online and in store are one of the quiet reasons customers trust a local shop.
The steps at a glance
The steps to bring a small shop’s price labels into line with the Price Marking Order.
- Check the window. Every displayed item has a clear, legible price.
- Label the shop floor. Selling price including VAT on each item or right next to it, no need to ask staff.
- Add unit prices where needed. Always for loose goods; for pre-packed goods if your shop is over 280 m².
- Handle offers properly. Show reduced prices on each item; use general notices only where repricing is not practicable.
- Display service prices. A clear list for alterations, delivery or workshops near the counter.
- Repeat weekly. A quick walk-round after each delivery keeps labels complete.
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Sources
The rules quoted in this guide come from these official pages, checked on October 28, 2026.