The Wal-Mart Weekly: No rollback on gas prices


Welcome to the 76th installment of The Wal-Mart Weekly, a column dedicated to bringing you insight, wit, facts, results, opinions, and just a bit of everything else when it comes to a very hot topic these days: Wal-Mart.

This week, I'll be taking a look at Wal-Mart Stores Inc.'s (NYSE: WMT) apparent unwillingness to lower gasoline prices along with the thousands of other price rollbacks on its store shelves. In fact, a possible price hike was on tap for the retailer's Murphy USA gas stations just last week in Texas as thousands of residents were urged to evacuate their homes as Hurricane Ike roared towards the U.S. shoreline in the Gulf of Mexico.

As oil barrel prices dropped last week and hurricane situation became worse and worse for South Texas, Wal-Mart gas stations saw a $0.12 per gallon price increase in less than 12 hours. On the day the official call was made for South Texas residents to flee their homes, gas was raised another $0.10 per gallon. While Murphy USA is the actual gas provider (not Wal-Mart itself), how could such a drastic increase in such a precarious position come to pass? The evacuating folks sure were not given a break on this one. In fact, the word "gouging" comes to mind. Was it really that severe?



The emergency evacuation notification goes out

The Texas Department of Transportation announced a few weeks ago that folks needed to fill up their tanks in preparation for evacuating the South Texas areas as Hurricane Ike approached. At the same time this was happening, a very popular refueling location in Lumberton, Texas, was seen raising prices $0.22 over a few day's time. Regular unleaded fuel prices jumped from $3.37 per gallon to $4.29 per gallon, then to $3.59 per gallon.

At the same time, Wal-Mart's stations were seen raising gas prices, Valero retail gas stations and Kroger grocery stores were all below $3.39 per gallon just 20 miles down the road. No price hikes there -- at the same time. Naturally, some believed Wal-Mart intentionally hiked prices to siphon off a good deal of money as customers filled up tanks as they headed out of town. Do gas stations raise fuel prices every time a storm comes to town?

Since retailers seem to have very little control over what prices to charge, the actual gas producers dictate fuel price updates. But, does a retailer like Wal-Mart have any control over ensuring customers are not gouged by a major fuel partner located in its parking lots in a time of crisis? Apparently not, even though it is the largest retailer on the planet.

Texas law

Texas does have an "exorbitant pricing" law that prevents this kind of price gouging for items deemed as necessities during times of disaster. Fuel for vehicles definitely qualifies, just like food and other survival items. So, at the same time oil barrel prices went from $118.15 per barrel to $115.46 per barrel, gas prices surged from $3.37 per gallon to $3.59 per gallon at some Murphy USA/Wal-Mart gas locations. That seems a bit squirrelly to me. You?

The price of gasoline in other parts of Texas at these same Murphy USA/Wal-Mart locations was significantly lower than the South Texas locations on these days of need, it was reported -- as much as $0.10 per gallon cheaper. And, of course, that just fed customer speculation that Wal-Mart gas-selling locations along the initial evacuation route in south Texas were just taking advantage of the situation. Even if that is not true, that was the perception. Hence, it was reality -- and it's not the kind of image Wal-Mart needs, even as the retailer is doing well in 2008 because of higher prices just about everywhere you look in retail.

What was curious was that the one gas station that hiked gas prices $0.22 in a few days shut its doors after most residents driving by had already evacuated.The competition stayed open to serve customers, but not the Lumberton Wal-Mart location. That's customer service, yes? Commitment to the community should be a motto for Wal-Mart, but in this case it certainly wasn't.

After the evacuation order was lifted and the Lumberton store reopened, the gas price was $3.44 per gallon -- $0.15 per gallon cheaper than when the store closed up shop once the evacuation was underway. Calls to Wal-Mart were referred to Murphy USA's location in El Dorado, Arkansas, and no comment was offered via phone or e-mail.

Wal-Mart's image again takes a hit

Even if Wal-Mart has very little to no control over the gasoline prices at its contracted Murphy USA locations (highly doubtful), ensuring gas prices remained consistent in a crisis would seem a natural order of the day. But, from the available evidence here, it seems the opposite was true. We all see gas prices fluctuate daily in what oil honchos call "market pricing," which is absolute nonsense.

Big oil is a cartel similar to any tightly-controlled trade anywhere in the world in the history of civilization. Prices are dictated through a highly complex series of price fixing and speculation. Any "free market" talk when it comes to fuel prices is utter rubbish and will always be, but punishing the folks trying to evacuate a major coastal area in an emergency is appalling to most of us. But, for the rest of us, we take the brunt of it every single day.

Stay tuned right here next week for another edition of The Wal-Mart Weekly. Until then, make sure you find the lowest gas prices in your area and stock up.

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