As the Canadian dollar has appreciated in value relative to the US dollar (nearly 20% since June this year, largely due to the run-up in the price of oil), US goods have become considerably cheaper for Canadians to buy (see
here and
here for my earlier postings on this topic).
One area of concern for many consumers has been books and magazines, which have US prices and Canadian prices printed on them. The US prices have typically been much lower than the Canadian prices, reflecting exchange rates from perhaps a year ago and certainly not reflecting current exchange rates.
To address this concern, Wal-Mart in Canada has recently announced that it will now charge the US price, not the Canadian price that is printed on all books and magazines. When I heard this, I thought, "Leave it to Wal-Mart to address changing costs long before other retailers do." After all, Wal-Mart is
my very favourite store.
Sure enough, when I was at Wal-Mart recently there were displays of books and magazines, all proudly announcing that because Wal-Mart cares about providing lower prices for its customers, they were charging the printed US prices, not the printed Canadian prices.
And then it hit me: Wal-Mart used to sell its books (I don't know about magazines) at anywhere from 25% to 40% off the suggested retail prices, and these discounts were no longer available. In effect, Wal-Mart hadn't lowered their prices much, if at all!
Digression #1: Here is further evidence that economists are failing in our attempts to educate people. While looking at the Wal-Mart book display I overheard one person say to another, "Look, Wal-Mart is selling their books at US instead of Canadian prices. That's nice," to which the other person responded, "I think Wal-Mart makes enough money they can afford to give us a price break".
Both statements strike me as typical perceptions about how economies work and both belie serious misapprehensions about economics.
There were two problems here. First, as I noted above, Wal-Mart probably wasn't really providing much, if any, of a price break to its customers. Second, Wal-Mart doesn't cut prices because they can afford to. They cut prices to induce us to buy things from them. They wouldn't do it unless they thought doing so would add to their overall profits.
Digression #2: I note that for every single book I have considered buying, the prices at Amazon.ca are
still higher than the prices at Amazon.com.
Of course one effect is overload at the post office as more Canadians buy things from US sources.