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article imageShoppers enraged over incorrect Sears advertisement for $69 iPad

By Andrew Moran     Jul 18, 2011 in Business
Hoffman Estates - Sears may face a wave of angry customers after it mistakenly advertised a 16-gigabyte, Wi-Fi only iPad 2 for $69. Online customers were surprised by the deal of a lifetime, but after the confirmation order, Sears cancelled the purchase.
The average retail price of a 16-gig Wi-Fi iPad is approximately $500. On, the iPad was mistakenly advertised for $69 Friday, according to the Tech Herald. Near the item’s price were the words “Reg Price: $99.99.”
They also incorrectly listed the 32-gig Wi-Fi iPad for $179. The average retail price is around $600.
Thinking they received an extraordinary deal on the iPad, customers received an email following their confirmation order to notify them that their order was cancelled. Customers realize it was a mistake but some feel that Sears should honor that mistake.
What exactly happened? In the $69 ad, Sears noted that the iPads were being sold by third-party company, GSM On Sale, which has a contract with the U.S. department store. GSM On Sale had mistakenly inserted the wrong price.
GSM’s online store is closed for maintenance at the present time.
Sears issued a statement through its Facebook page:
“Unfortunately, today one of the Marketplace third party sellers told us that they mistakenly posted incorrect pricing on two Apple iPad models on the Marketplace portion of the website,” wrote Sears. “If you purchased either of these products recently, your order has been cancelled and your account will be credited. We apologize for any inconvenience this may have caused.”
Customers let out their frustrations with Sears in the Facebook comments section.
“Does not matter who screwed up the price it was there for the world to see and they should honor something. I feel it is false advertisement and they have my info and my money as well,” wrote Chris Parrish. “I am not worried about getting it back as I did have the money to spend. It is just the principle. I will not shop at sears as all I could get was sorry and u should get a credit in 2-5 days. Really wtf not like I ordered 100 just 1.”
“Your company should've honored their word and sold those IPads for $69 and stop being so greedy!!,” said Kellee Whipple. “Think about the consumer who keeps you in business instead of always looking for ways to make a profit!”
Others do not seem to care as much.
“NASA launched the $466 Dawn mission in 2007 to explore the largest asteroids in the asteroid belt,” writes Trent Pyland. “OMG! This has to be a pricing error! I want to orbit an Asteroid for $466 dollars! Get over it people!”
“People, do you think that you are going to buy a $700.00 item for $70.00 Of course it is a typo,” wrote Michael S. Bice. is now selling the iPad for the correct price.
Mistakes happen and typos occur. There are always reports of department stores and electronics companies making pricing errors in its advertisements, which prompt a flurry of customers trying to cash in on that buy of a lifetime.
A couple of years ago, Best Buy listed a 52-inch flat screen HDTV for only $9.99 on a weekday morning. Best Buy immediately took down the unit and apologized to its customers on its recorded message, emails and Twitter.
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