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A Special Price Just for You

Visitors to Home Depot’s website may assume they’re getting the same deal as everyone else—but in reality, the retailer charges higher or lower prices based on each individual visitor’s zip code. (Home Depot bases its virtual prices on the shopper’s nearest brick-and-mortar store.) A better-known tactic employed by airlines alters fares based on factors such as time of day, day of the week, and traveler zip code.


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