Drip pricing is the tactic of advertising a low headline price and then revealing mandatory additional fees late in the checkout flow. It's designed to get you to click and invest time in the purchase before you discover the true cost. Examples include airline tickets with baggage and booking fees added at the end, or event listings that add service and processing fees only after you enter the checkout. Because the headline looks attractive, you may underestimate total cost until you're already committed. The consumer defense is twofold: mentally expect extras, and always click through to the final total before deciding to buy. For comparison shopping, always use total-all-in pricing rather than headline prices.

Operational tips: before committing, simulate a checkout to see final fees (no need to complete payment). Save a checklist of typical add-ons in the category (shipping, processing, platform fees, restoration fees) so you remember to account for them. If a vendor hides fees intentionally or only reveals them at the last minute, vote with your wallet — consider alternatives that show all-in pricing up front. For subscriptions, annualize the all-in price (including required add-ons) and compare across providers. In some cases you can avoid drip pricing by choosing an alternative fulfillment route (direct vendor vs. marketplace) or by bundling items where the all-in unit cost is lower. The most reliable consumer tactic is awareness: treat an attractive headline price as provisional until you've verified the final total.