What is anchor pricing?

Anchor pricing is a marketing strategy where the first presented price (the anchor) influences the perception of subsequent prices and the value of a product or service.

The essence is that the consumer uses the anchor as a benchmark and compares other prices to it, which affects the purchase decision.

Example:

• In a store, a high-priced item is shown first — this is the anchor.
• Then a similar item is shown at a lower price — it appears more advantageous against the anchor.

In product management, anchor pricing helps shape the correct perception of value and stimulate sales, for example, by offering several tariff plans at different prices, where the most expensive serves as the anchor for the middle plan.