With the global economy caught in what could be seen as a rip tide of flux, with yo-yoing fuel prices and companies jettisoning employees faster than you can say "flotsam", it's a wonder consumers aren't suffering more sea-sickness amid the turbulence of promised price-cuts while costs actually seem to be rising. Shoprite has been the most vocal with its recent campaign touting price-cuts - committing to put the estimated R27 million it's now saving on fuel, since the decrease, back into the pockets of its customers. Though apparently Shoprite isn't the only one, with Absa Asset Management Private Clients analyst Chris Gilmour reporting that Pick n Pay has also been 'quietly passing on price relief'. However, Ikbal Kolia is far less than impressed, and makes his sentiments known in his Sunday Times piece "Why applaud the inflated greed of retailers?". And 'Squire', a Bizcommunity forum commentator, pointedly asked the question I'm sure has been running the gauntlet in the minds of most consumers watching the state of price fixing and collusion: "With the number of companies admitting to various price fixing irregularities and the paying of fines, has anybody noticed a reduction in the price of bread, milk, candles etc. Surely this should happen somewhere??" Beyond the drop in the petrol price, I can't say I've noticed much change bar the deflated cost of some already over-inflated luxury items. In fact, I was a little horrified to pull out my weekend grocery shopping receipt to find that I actually paid R14.99 for 2 litres of milk, having bought the same product from the same supermarket for R13.99 only about a week ago. So much for decreases. It begs the question: When are we actually going to see these reductions come into effect? And they'd better think up a more viable excuse than "Inflation is a fact of life, but we're only increasing prices by a mere 10%, and not 25% we could be entitled to..." At this rate folks, it's cheaper to top up your kids' cereal bowls with Coke than milk. And they say there aren't perks to inflation...

Shan Radcliffe, Retail editor retailnews@bizcommunity.com Responses to this column welcomed in our new online editor's column archive.