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The other week, my husband and I went to the mall to shop for a stroller. We knew exactly what we wanted: an Uppababy Cruz V2, and we were hoping to get a deal at a department store that was having a sale.

But the opposite happened: “That’s $900,” a salesperson told us as we examined the floor model. “Wait,” my husband said. “The tag says $700.” The salesperson assured us that, yes, they were really offering the stroller at a 30 percent mark up.

It wasn’t just this department store. Everywhere I looked— the registry app Babylist , the links that I clicked on via Wirecutter , the Uppababy website itself—the price of this stroller had recently risen. So had

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