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Holiday Price Rigidity and Cost of Price Adjustment

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  • Daniel Levy

    (Bar-Ilan & Emory)

  • Georg Muller

    (Litholink)

  • Shantanu Dutta

    (USC)

  • Mark Bergen

    (Minnesota)

Abstract

Using unique retail and wholesale price data for 4,532 products carried by a major Midwestern grocery retailer, we find evidence of significant retail price rigidity during the Thanksgiving through Christmas holiday period relative to the rest of the year. We suggest that this pattern of holiday retail price rigidity is best explained by an increased opportunity cost of changing prices at these stores during the holiday period. Evidence based on discussions with retail managers suggests that during holidays the physical, managerial, and customer costs of changing prices rise considerably. Due to higher store traffic, performing tasks such as restocking shelves, handling customers’ questions and inquiries, running cash registers, cleaning, and bagging, become more urgent during holidays and thus receive priority. As a result, the holiday-period opportunity cost of price adjustment increases dramatically for the stores. The data provide a natural experimental setting to study variation in price rigidity because the products, stores, and surrounding institutional features and arrangements, including the market structure, the contractual arrangements, and the nature of relationships, etc., do not change between holiday and non-holiday weeks.

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File URL: http://128.118.178.162/eps/mac/papers/0402/0402019.pdf
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Bibliographic Info

Paper provided by EconWPA in its series Macroeconomics with number 0402019.

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Length: 27 pages
Date of creation: 07 Feb 2004
Date of revision: 10 Jun 2005
Handle: RePEc:wpa:wuwpma:0402019

Note: Type of Document - pdf; prepared on Win 98; to print on Any printer; pages: 27 ; figures: There are no figures
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Web page: http://128.118.178.162

Related research

Keywords: Price Rigidity; Price Flexibility; Cost of Price Adjustment; Menu Cost; Holidays; Thanksgiving Holiday; Christmas Holiday; Scanner Data; Transaction Price Data; Retail Price; Wholesale Price; Natural Experiment; Opportunity Cost of Changing Price;

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