A survey was conducted of 193 Milwaukee food shoppers to determine their experiences and opinions relating to item price removal (IPR) in supermarkets. The principal findings were that opinions of IPR were related to experiences with shopping in IPR environments, extent of price comparison behaviors, and certain demographic variables. Most of the respondents thought retailers should supply a price‐marking instrument to shoppers. A majority of the respondents who had not shopped in an IPR store said they would switch stores if their current store removed prices. However, only one‐quarter of the respondents who had shopped in an IPR store changed stores and price removal was of secondary importance in this decision. Overall, respondents were evenly split on the need for legal controls in IPR, but respondents who had not shopped in an IPR store and who were from disadvantaged households (with regard to age, income and/or education) were more likely to see a need for legal controls.The findings of this study and ones conducted in other cities suggest that the primary public policy issue is not whether or not item prices should be removed. Rather, the issue is what is the best method of providing shoppers with price comparison informat