> The question shouldn’t be why they wanted to (since why wouldn’t they?), but why they could.

The reason companies can't normally just jack up their prices to sky high levels is because even if consumers can afford the increase they will feel cheated and refuse to pay or they will switch to lower priced alternatives who are happy to steal their competitor's business. That's why normally companies will usually increment their prices slowly over time. After a while they might lose the old folks who remember when the $1.50 candy bar only used to cost 50 cents, but to the younger generation the price was always at least $1 and they'll keep forking over more and more money for many years.

What went wrong this time was the pandemic. Initially, there were genuine supply chain issues that made goods scarce. Companies told consumers that their prices were higher and their goods were hard to find, but that it couldn't be helped because of the completely unprecedented circumstances we were all dealing with. "We're all in this together!" corporations told us, and so while nobody was happy about the increasing costs, we were understanding and forked over the extra cash. Things were difficult for everyone after all. We knew some companies were having a hard time.

As the pandemic went on people's stress and anxiety levels increased. With their routines and lives disrupted, and their options limited, people were desperate for some familiar comforts. For the sake of their mental health they were willing to go into debt to get them if necessary. Because of this, people were willing to spend more to get what they wanted (and in some cases needed). Household debt hit record highs at the end of 2021. Companies realized this and took full advantage. Price gouging and colluding out of pure greed, while still assuring consumers that "We're all in this together! Don't blame us! Pandemic! Supply Chains!" They kept jacking up prices and complaining to the public about the supply shortages while at the same time there was a "warehouses crisis" because they were sitting on massive amounts of unsold goods. They could have lowered prices to sell off surplus stock, but they just kept jacking them up while building new warehouses to store their inventory. They could afford it after all since they were making money hand over fist. Warehouse construction was the only sector of the construction industry that was booming at the end of 2021.

Then word started getting out that companies were lying to us. There were headlines reporting massive corporate profits while many consumers were struggling to pay their bills and keep a roof over their heads. Some industries got more attention than others (https://www.reuters.com/business/meat-packers-profit-margins...), but many people were starting to realize that they'd been being taken advantage of when suddenly the next major excuse hit.

The news was full of reporting on massive inflation, that prices were rising and how it was "hurting" businesses. Consumers again, were primed to expect increased prices due to something outside of the control of the companies. "We know prices are high right now, but it's not our fault, it's this damn inflation!" the corporations insisted. "We're all in this together!" they said. That line of bullshit actually worked again on a lot of people. Even here on HN you could find people defending the companies and insisting that it wasn't greed.

Because supply chain issues and "inflation" hit everyone and companies colluded together to rise their prices, the prices of all goods by all companies rose at the same time and so even the people who didn't buy the lies about companies being powerless against inflation were left with zero lower priced alternatives to switch to. Every product from every company was more expensive.

This isn't the first time companies were able to use excuses to jack up prices unfairly. Years ago, when gas prices soared to record highs many companies raised their prices and told the public "We can't help it! Don't blame us! Gas prices are costing us so much more now! We're all in this together!", but when gas prices finally fell they didn't lower their prices back down. They instead increased their use of tricks like shrinkflation to fool customers into thinking prices weren't as high.