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The lowest price before a discount

Since May 2022, a discount shown to EU consumers must come with the lowest price of the 30 days before it. What that means for a shop, and how to do it in WooCommerce.

What does the rule say?

When a shop announces a price reduction to consumers, it must show the prior price: the lowest price it charged for the item in at least the 30 days before the reduction (Price Indication Directive 98/6/EC, Article 6a, added by the Omnibus Directive 2019/2161). It has applied across the EU since 28 May 2022.

Does it apply to used goods?

Yes: it applies to any announced price reduction on goods sold to consumers, including a one-of-a-kind used item. A plain price change without presenting it as a reduction is not covered.

What about an item listed less than 30 days ago?

Countries may allow a shorter period for goods on the market for less than 30 days, and set their own rules for perishable goods and for progressive reductions, where the prior price is the one before the first reduction. Check your own country's rules.

How do I show it in WooCommerce?

WooCommerce does not keep price history, so it cannot show the lowest prior price on its own. Usedkit records every product's price as it changes and shows 'Lowest price in the 30 days before the discount' next to each sale price, with the period adjustable. Its automatic markdowns keep the figure right as they go.

This page is not legal advice.