Online or in store costs the same at Circuit City

Circuit City is matching its online and in-store prices in an effort to boost store traffic leading up to the holiday season, a story from the AP says. Previously, prices are online were usually lower so I'm wondering this means online prices are now higher, or if in-store prices are lower.

"Retailers sometimes offer different prices on Web sites and in stores, though some retail consultants say such practices can make customers less trusting when they find out about them," the story says.

Look for rivals Best Buy to follow suit. If there is not an official announcement, I would print out the online price of an item you want to buy and ask the manager in the store to price match.