Surge Pricing Done Right



We see too many examples of surge pricing done poorly, with companies raising prices during peak times. Finally, there is an example of it done well in a post from The Week.

The ONLY difference: they are lowering prices during off-peak hours rather than raising pricing during peak. Notice the tone of the article is complementary. Other companies are watching to see if it works.

If you have surges in demand and want to price based on time, start by reducing prices for off-peak hours.Later you can raise all prices at the same time, which will seem more fair.


Mark Stiving

Mark Stiving

Mark Stiving is an instructor at Pragmatic Marketing with more than 20 years of experience in business startup, development, management, turnaround and sales and design engineering. He has helped companies create and implement new pricing strategies to capture more from the value they create, and has consulted with Cisco, Procter & Gamble, Grimes Aerospace, Rogers Corporation and many small businesses and entrepreneurial ventures. He has led pricing initiatives as director of pricing at Maxim Integrated and as a member of technical staff at National Semiconductor. Mark also has served as president of both Home Director Inc. and Destiny Networks Inc. and as an assistant professor of marketing at The Ohio State University. Mark also is the author of “Impact Pricing: Your Blueprint to Driving Profits” (Entrepreneur Press, 2011). He can be reached at

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