A major new advertising campaign is being launched this week to encourage consumers to be more aware of prices. The €500,000, pre-Christmas campaign is being run by the Office of Consumer Affairs.
The Government-funded series of ads, all carrying the message "price awareness pays", will feature on radio, TV, on posters and at cinemas.
"It's a simple campaign to coincide with the lead-up to the biggest pressure-buying period. The message we have for people is about taking your time and not rushing into buying things and being bamboozled by the lovely shiny ads," said the director of consumer affairs, Ms Carmel Foley.
"For every cent we spend on a simple campaign like this, the ad companies have millions by comparison. It's always going to be David and Goliath in that sense."
She urged consumers to pay close attention to price and safety labelling on food and toys before buying. She said that at a time when people were particularly focused on buying there was a lot to be gained from shopping around.
"You can't be overcharged by any kind of a business if you don't go there. We've had such affluence in the Celtic Tiger era. For a while people didn't question prices. There was a fierce headlong rush to spend. That's going to fuel high prices.
"Now with the downturn people are more conscious and more aware. "
Ms Foley praised some retailers for "upping their act" as a response to the "explosion" of interest in consumer affairs in the media and amongst consumers. "The ones who improve in this regard are the ones who pay attention."
She also called for the limit on damages paid in the small claims court to be raised from €1,200 to €2,500. The court was an under-used resource, she said, and if people were allowed to use it to claim for more serious breaches of contract it would be used more.