Abstract: A price marking system for use with a product checkout system such as a supermarket checkout system. In the price marking system a label printer and label applicator are located in the checkout counter immediately downstream of the product scanner. When the checkout clerk passes the product unit over the scanner, causing the store computer to provide to the display screen and receipt tape printer signals indicative of the product description and price, this information is also fed to the label printer which prints for each product unit a label containing the product description, price and date of purchase. The product unit is then moved to the label applicator which applies the printed label to the product unit. Alternatively the information can be printed directly on the product unit.