Google Flights puts a label on every fare: cheap, typical or expensive. In September 2026 we checked that label against Google’s own price history on fourteen UK routes, and it disagreed with itself eight times. A Leeds to Alicante fare at half its normal price was labelled “typical”. Two flights more than 30% below their own median were labelled “expensive”.
The problem is not that Google is careless. It is that a three way badge cannot express “half what this normally costs”. A number can. So we built something that keeps its own record of what things actually cost, and answers the only question that matters: is today a good day to buy this, or should you wait?
Flights from UK airports, and UK retail, starting with running shoes because that is a market where last season’s model is often half price and almost nobody notices. We are adding categories as we get the retailer coverage to do them properly, rather than listing everything badly.
At the moment we earn nothing at all: the links go straight to the retailer with no tracking on them. In time affiliate commission will be our only revenue, and it will not affect the rankings, which are cheapest first on the delivered total and nothing else. No retailer can pay for a position. We explain this properly on the how we make money page, because a price comparison site that is cagey about who pays it is not worth reading.
We will not tell you something is a bargain when it is not. If we have not been tracking a product long enough to judge its price, the site says exactly that rather than inventing a verdict. We will not strike out a recommended price to manufacture a saving that is not real. And we will not email you unless something you actually asked about has actually happened.
Flight prices come from Google Flights. Retail prices currently come from Google Shopping, which lists what real UK shops are charging; we are onboarding retailers directly so that their own feeds become the source. We do not scrape retailer websites. Prices are refreshed every night, and every product page tells you how many retailers were listing the product when we last looked.
When It Drops is operated by CREATE28 LTD, a company registered in England and Wales, company number 16183561.