Ooops. For a few hours on Wednesday, the Best Buy Web site listed a Samsung 52″ LCD HDTV for the unbelievable price of $9.99. Sure enough, it was not believable. Best Buy quickly fixed the typo, restoring the correct $1,699.99 price. The company also issued an apology, and stated that they would not honor the advertised price.
This was clearly a disappointment for the many customers who placed orders at the low price, and received email confirmations of their purchases. Best Buy indicated that those charges would be refunded.
So is Best Buy liable for this error? Is it obligated to fill orders at the advertised price? According to many sources, including the Federal Trade Commission, the company would be responsible only if there were an intent to deceive the consumer or some other misleading advertising such as bait-and-switch or a bogus sweepstakes.
So I guess we’ll just have to wait for Black Friday (though don’t hold your breath for any size LCD HDTV at $10).