I admit i'm wrong, i've just read my shopping consumer rights.
'The price tag was wrong, but the retailer has to honor it'
THE FACTS Unfortunately not. This is a case of "if something sounds too good to be true, it probably is". If you happen to spot something that is incorrectly priced you have no legal right to buy it for that price. If you get to the till and the sales assistant notices, the retailer is within its rights to refuse to sell it to you for that price. This is also the case if you order an item online – if the mistake is noticed before you have been contacted by the retailer to confirm the sale, there is no legally binding contract and it is within its rights to refuse the sale.
However, if your sale has been accepted, you can insist that the retailer sells you the goods for the price at which they were advertised. Which?, the consumer group, said that in this case you might be able to buy the same item elsewhere and claim against the original trader for the difference in price. To do this you should write to the retailer in the first instance, explaining what you are doing. If it doesn't agree to refund the money, you will normally have to take a claim to the small claims court (see box above).
The trader could try to argue that it made a mistake with the pricing, voiding the contract. But it would have to show that the price was so low that you must have known it was not genuine: for example, a new leather jacket with a price tag of £2.