For several years I have experienced an ongoing problem with the Ulta stores in the Central Florida area, and I assume the problem is companywide. I estimate that 80% of the time I shop at Ulta, the product price posted on the shelf, is not the price that comes up on the register. The register price is more. I have learned to make a note of the price on the shelf so that I can catch the mistake at the register. I have brought this to the attention of multiple employees as well as high level executives at Ulta. They do nothing. They are knowingly engaging in deceptive pricing. You may wonder why I continue to go there. I won't anymore as it it exhausting to go through the hassle every visit. But with the $5 coupons I can save money. I've finally realized that it is not worth it.
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