68% of people feel manipulated by dynamic pricing. What can indie hackers do about it?

• A Gartner survey found 68% of people feel ripped off by dynamic pricing.

• Brands earn trust with consistent prices — 42% would even pay more for it.

• Consumers are into community vibes and warming up to automation for convenience.

Consumers are fed up with dynamic pricing, seeing it as manipulative. A recent Gartner survey shows that 68% of people feel ripped off when brands adjust prices based on demand.

In an October 2024 survey, 80% of people said they trust brands more when prices stay consistent, and 42% said they’re willing to pay a little more for that reliability. People are tired of surprise charges or random price hikes in the past year.

Even though inflation’s slowed down, people are still super frustrated, says Kate Muhl, VP Analyst at Gartner. The growing distrust is creating a price paranoia.

For indie hackers, the takeaway is clear: don’t mess with your pricing too much. Keep it simple and steady, and you’ll earn trust. Bonus points if you reward your most loyal customers with perks that make them feel valued.

There’s a big vibe shift going on. Post-inflation, people are all about being frugal — not just to save money, but to show off. Gartner found that 68% of people are cutting back to better themselves, and one-third of them love bragging about their minimalist lifestyle. If you can match your product or message to this “less is more” trend, you’re set.

Consumers are also getting tired of over-the-top personalization. Consumers want to see where they fit into the bigger picture, not just another quiz or hyper-targeted ad. Gartner calls this trend “norming.” In fact, 82% of people report checking things like forums to see if others think or act like them.

According to Gartner analyst Kate Muhl, personalization can backfire when it feels isolating, and brands should shift their focus to helping consumers understand how they fit in the world.

Oh, and automation? It’s here to stay. Delivery drones, cashier-less stores, and other tech are winning people over — 74% of consumers are open to trying them, and 30% are already repeat users. The most important things are the basics like speed and convenience, but don’t forget to add some fun and novelty.

Bottom line: steady pricing, community vibes, and making life easier (and cooler) are what consumers want. Nail that in your business, and you’re set to thrive.

Have a story, tip, or trend worth covering? Tell us at [email protected].