A position says what would prove it wrong. Test each on your own store.

1. Before any price rise, know how many customers it can afford to lose.Wrong if you’ve raised prices by more than 5% and your unit volume never moved.
   How Many Customers You Can Lose
2. The risk of a price change sits with existing customers, not new ones.Wrong if your repeat buyers’ order rate held after your last increase while new-customer conversion fell.
   The Risk Sits With the Customers You Have
3. Customers accept a rise that passes on a cost and punish one that exploits them.Wrong if a rise explained by a named cost drew as many complaints and cancellations as one explained by nothing.
   What Customers Call Fair
4. Raise the prices customers don’t track before the ones they do.Wrong if your hero product’s price is no better known to your customers than your accessories’ prices.
   Which Prices to Raise First
5. A new top tier raises the average price with less risk than a flat rise.Wrong if adding a best tier to a hero product lowered contribution per order.
   Tiers, Fences and the Price Per Day
6. Subscribers and loyal buyers hear first, with a date, and never learn the price from a charge.Wrong if customers told two weeks ahead cancel at a higher rate than customers who found out on their receipt.
   Grandfathering and Notice
7. Every place a stranger pays less than a customer is a tax on loyalty. Remove it before you raise anything.Wrong if your repeat customers never see your first-order offers.
   The Loyalty Tax Audit
8. Shrinking the pack is a price rise, and customers who notice treat it as a worse one.Wrong if a disclosed downsizing draws more complaints than an undisclosed one.
   Shrinkflation
9. Tariffs justify a rise. They don’t size it or decide who pays it.Wrong if your landed cost rose by the tariff rate on every SKU.
   Tariffs Are a Reason, Not a Plan
10. Judge a price rise on the 90- and 180-day retention of the customers who saw it, not on conversion.Wrong if your conversion rate the week after a rise has predicted your repeat rate six months later.
    The Price Rise Scorecard