For the majority of stock sold at £1, the company does not need to transmit pricing information to stores and associate price tags with each item. With some manufacturers being apprehensive about selling their brands in a discount environment, the store offers the alternative of selling the products under their own brand. Inflation can present challenges to single-price retailers as the primary marketing strategy requires products never to increase in price. However, inflation can also be to an advantage, as some products which may previously have retailed below £1 (therefore cheaper elsewhere) may then become better value for £1.