It appears we’ve crossed into a new and dirty era of gasoline marketing whereas gas stations advertise the price of a gallon of gas on their street pylon signs, with one caveat. The price you see on the sign may not be the price that you pay at the pump, if you don’t pay close attention.
Case in point: last week I was traveling thru both Tampa & St. Petersburg, Florida on my normal routine and noticed dozens of gas stations where the advertised price had a small (and in several cases, unreadable) sign stating “Cash” or “XZY Credit” indicating that the advertised price per gallon is reserved for those paying with cash or their specific privately branded credit card. If a consumer plans to pay with a MasterCard, Visa, American Express or a debit card, the rate is considerably higher and unknown until their card is swiped at the pump to initiate the transaction.
Now, in fairness, those station owners with the small signs attached to their street signs might argue correctly that they are fairly advertising, and that no trickery is involved. Interestingly, the Exxon sign shown in the picture I included above at the top of this article actually features a bright red add-on sign indicating to whom the posted rates applied to, however, this appears to be the exception and not the norm for those playing this new pricing game.
Look, I’m not opposed to gas stations charging whatever rate they desire, as we live in a free market. That is the beauty of capitalism! But I do have an issue with gas stations bucking the trend with obscure signage at the street, where drivers are taking a quick glance before turning in, and more often than not having no time to safely read disclaimers posted off to the side. I also find it unethical for rate differences to not be posted at the pump in a clear and concise manner.
In a day and age where a tank full of gas can cost upwards of $75, and many consumers routinely use major credit cards to complete their transaction at the pump, it should be standard that the rate be posted on the street sign that ALL consumers can expect to pay, and perhaps, a “CASH” discount be offered for those willing to carry ben franklin around in their wallet. As the old saying goes, “let the buyer beware” rings true, even when you are filling your gas tank!
Ira Pickett 