Partitioned pricing
Splitting a price into a base price plus surcharges changes how the total is perceived, usually making it seem lower because the surcharges get less attention.
Four of the eight page areas.
Three ways to use it, and one to avoid.
- Show the full price, including delivery and any mandatory fees, from the first time a price appears.
- Keep the total the most prominent figure if you itemise.
- Make each itemised charge familiar and explained.
- Avoid: adding mandatory fees later in the journey (drip pricing), which is prohibited under the DMCC Act 2024.
Split prices are preferred mainly when no total is shown.
On StubHub, showing fees upfront reduced both the number and the quality of tickets bought.
A meta-analysis (149 observations, 27 papers, N=12,878) found split prices are preferred mainly when no total is shown, at higher prices, and when surcharges are typical and seen as good value. In a large StubHub field experiment, showing fees upfront reduced both the number and the quality of tickets bought.
Seven sources, each checked.
Last reviewed
Under the DMCC Act 2024 every price shown must be the total price including all mandatory fees, taxes and charges, and adding them later in the journey (drip pricing) is prohibited. The CMA can fine firms up to 10% of global turnover and opened its first investigations in late 2025.
This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.