Retailers such as Staples are modifying the prices displayed on their websites depending on the shopper’s location. In an investigation, The Wall Street Journal discovered that Staples is specifically adjusting item pricing for different people according to their distance from a rival’s store. If an Office Depot or OfficeMax is within a 20 mile radius, for example, customers will see discounted prices.

Staples isn't the only retailer engaging in the practice, though. The WSJ found that pricing for products on Lowe’s website also changed depending on location, with Home Depot determining prices based on the nearest brick-and-mortar store. When asked about the price fluctuations, Staples attributed the differences to "a variety of factors, including rent, labor, distribution and other costs of doing business," but declined to comment on the income discrepancy.