> But when prices are increased momentarily due to a sudden need, that just feels bad for the customers. If 100 people come into your store to buy the 50 umbre

> But when prices are increased momentarily due to a sudden need, that just feels bad for the customers. If 100 people come into your store to buy the 50 umbrellas you carry, isn't it better for everyone to raise the prices? Some of those 100 might not REALLY need an umbrella, and are just buying it because they think they should (or to resell later!). If you raise the prices, you drive those buyers away and leave more product for the people who need it the most.