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Generally, no. They consider it a 'misprint', just like on newspaper ads. However, depending on the mistake, the seller MAY decide to sell it to you at the 'wrong' price, just to get the business, and for good public relations. In fact, this happens more often than you might think...
Clerk: Oh, I'm sorry - that rang up at 9.99, it's supposed to be $14.99..they must have ticketed it wrong..
You: I won't pay! Where's the manager?
Manager: Please, sir, calm down. How about I sell this doohickey to you for $9.99, and you tell your friends how great we are, even though we're loosing (cough cough) money on the deal?
You: Yipee!
Only problem is, the thing wasn't mis-tagged. It should have been $9.99 all along...or, more probably, $3.99... you just got conned. And, what's more, you're gonna tell your friends how great that store is.

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15y ago
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13y ago

No they don't. The first part of the contract between you and the retailer is your "offer" to buy the goods (at the incorrectly stated price). The second part is their "acceptance" of your offer in return for "consideration" (cash etc).

If they accept your offer and your payment then legally yes from this point on they have to let you have the goods you have paid for. However, if you offer to buy goods at the incorrect price and they realise they have marked the goods up incorrectly, they can simply refuse your offer to buy - perfectly legitimately. They can then mark them up at the correct price, and of course you are then free to make another offer to buy etc.

Many people mistakenly believe that if a retailer (online or not) marks something up at a particular price that they are offering to sell, and you are accepting their offer, hence the wrong price is binding. This is not the case - the retailer is (in legal terms) making an "invitation to treat" - in other words, inviting people to make an offer to buy, which s/he is free to accept or decline.

Practically speaking some retailers will still let you buy at the incorrect price as it reflects favourably on them. But of course this depends on the margin of error! (I have recent experience of trying to buy a TV marked up at £79.99 when it should have been £799.99 [hey worth a try, right?!] and they were (unsurprisingly!) not willing to do it. But often in supermarkets etc for the sake of a few pounds/dollars, they'll make the allowance for good PR.

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Q: If a retailer tags the wrong price are the required to sell it for that price?
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