BIG W took immediate action after a concerned customer pointed out a “sexist” price difference between two identical items.
One shopper noticed on Facebook that Tradie gift packs for men were $4 cheaper than Tradie gift packs for women — even though they contained the same items.
A photo of a store display shows that the women’s Tradie water bottle and shower gel set is $18, while the men’s Tradie water bottle and body wash set is only $14.
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“Yesterday at my local BIG W and stumbled upon these, both exactly the same – just different prices,” wrote the shopper on BIG W Mums Australia’s site.
The post drew widespread criticism, with many questioning the “sexist” pricing strategy.
7NEWS.com.au understands that the BIG W price discrepancy was the result of human error.
The retailer has confirmed that both packs will now both cost $14. This new price has already been updated on the BIG W website.
BIG W is also offering refunds to all customers who already purchased the Women’s Tradie Pack at the inflated price of $18.
BIG W answers
“We have reviewed the products and found there was a pricing error on the Women’s Tradie Drink Bottle and Body Wash Gift Set,” a spokesperson told 7NEWS.com.au.
“Both sets should have been priced the same, and both products are now correctly priced at $14 each.
“Customers who purchased the product from BIG W for $18 on or after November 1, 2022 are eligible for a refund of the difference with proof of purchase. Please visit the store or contact our customer service team.”
After initially seeing the buyer’s Facebook post, many BIG W fans reacted angrily.
“Sexism at its finest,” said one.
Another added, “Women are paying more and more for beauty products because the beauty industry thinks we’re stupid.”
Wrote another one: “That’s the pink tax for you.”
https://7news.com.au/lifestyle/big-w-takes-immediate-action-after-sexist-pricing-claims-c-9076897 BIG W is taking immediate action following “sexist” pricing claims on traditional men’s and women’s gift packs