Shoppers are less peeved by cost hikes due to scarcity – but retailers more often blame their own rising costs

Inflation-strapped shoppers are becoming ever more skeptical about companies' justfications for price hikes. Pars Sahin on Unsplash, CC BY

Over the past few years, consumers have been hit with a steady stream of price hikes on everything from groceries to streaming subscriptions.

And more are coming: 55% of companies in a recent survey by the consultancy KPMG say they plan to increase their prices within the next six months.