Its a very predictable cause-and-effect.
If an item is running low and there are more buyers, they essentially get into a bidding war. If a buyer realizes there aren't enough items to go around, they offer more money for the item.
This happens every single time. So if a store has 100 items and 100 buyers, they will sell and everything will even out. If they only have 50 items but 500 buyers, they can safely raise prices and even if 90% of the people are turned away by the price increase, they sell for the higher price.
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