Be upfront and transparent
Most proponents of dynamic pricing say you should just be transparent that you’re employing dynamic pricing on your site. This is great, but it still doesn’t solve for the cognitive dissonance of, “am I truly getting the right deal?”
You’ll notice that all of the above suggestions solve for both being transparent and eliminating the feeling of missing out. That being said, although you probably won’t get into legal trouble with dynamic pricing, you need to be careful about your brand, image, and any PR backlash that can leave a long lasting impact. We’ve found price transparency is key and will definitely continue to advocate for more, rather than less.