Sainsbury's 'husband' valentine card pricier than 'wife'

Video caption, People reacting to the different price of cards

Sainsbury's has promised to retail cards at the same price after it was found selling cards for husbands at a higher cost than those for wives.

A Valentine's card for a wife costs 拢2, despite looking remarkably similar to one for a husband, priced at 拢2.50.

Higher priced cards were found by the 成人快手 in Stoke-on-Trent, but are believed to have been sold across the Midlands.

The supermarket said it would make sure both the cards were priced at 拢2 from Thursday.

Listeners to 成人快手 Radio Stoke said they felt it was "shocking" and shoppers in the city-centre area of Hanley said it was "not fair" and women were being "ripped off".

Dr Panos Sousounis, a lecturer in economics and finance at Keele University, suggested the pricing may be due to assumptions about women's shopping habits.

"Retailers think that women are more willing to spend more money on a Valentine's card," he said.

"So they price it a little bit higher."