PITTSBURGH (NEWSRADIO 1020 KDKA) — Walmart announced plans this week that suggest the retail giant is making a strong push to corner the holiday shopping market this winter.

It’s a price-matching strategy on a massive scale – if a customer buys an item at Walmart this holiday season and finds it at a lower price elsewhere, they will receive a gift certificate for the difference.

Customers must simply present their Walmart coupon along with an advertisement featuring the competitor’s lower price.

“I think from Walmart’s point of view it’s a very smart strategy, but there are always caveats and there are things that consumers should be aware of because it may not be quite as clear cut as it appears,” Mary Bach, a consumer advocate, says.

NewsRadio 1020 KDKA’s Larry Richert and John Shumway talked with Bach, who garnered national attention when she filed a lawsuit against Walmart for a two-cent receipt discrepancy, about Walmart’s price-matching strategy.

Bach tells the KDKA Morning News how other retailers will try to compete this holiday season, and why the Walmart offer isn’t as generous as it seems.

She says it’s very important for consumers to read the fine print and ask questions.

“There are lots of stores that do price-matching during the year, but Walmart is obviously going after it quite aggressively during the holiday shopping period when they know so many people are out spending extra money, particularly buying gifts for other people,” Bach said. “This price-matching policy, which as you just said begins Nov. 1 and ends Dec. 25 on Christmas Day, involves price matching but they will not honor any Black Friday ads, no ads prior to Nov. 1 – which is just next week, they will not honor any kind of clearance ads, no percentage off… and also, it doesn’t apply to any Internet sales except Walmart Internet sales.”

The offer also excludes groceries and some other items. Also, as far as big ticket items go, Bach says it’s important to look at model numbers.

Listen to the full interview here:

Listen to Larry Richert and John Shumway on the KDKA Morning News every weekday from 5 a.m. to 9 a.m. on NewsRadio 1020 KDKA!