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Now or Then

Six grocery products are shown on a circular board, each with a price shown. The contestant chooses a product, one at a time, and must guess if the given price is correct as of “NOW” (the date the game is being played) or “THEN” (a date set years in the past)

A correct answer lights up a “wedge”, while a wrong answer blocks the contestant’s progress. If the contestant can light up three adjacent “wedges” in a row, they win a large prize!

Now or Then is one of the most unique tests of knowledge offered in a pricing game. Initially “THEN” prices were found using old newspapers; they’re now determined with old episodes of The Price is Right!

47th pricing game to debut
S9, September 17 1980 – Present
Created by Steve Ryan
Strategy
Stats
FAQ
S9, Sep 17 1980
A smiling woman sits at a dining table set with plates, flatware, and glasses, showcasing a prize labeled 'Denby' in front of her.

Theresa’s playing for a dining room group with flatware & glassware, worth $2,293!

A game show scene featuring a circular board labeled 'Now and Then 1977' with six grocery product prices displayed. A contestant stands on the left, while the host points to the board.

When the game debuted, it was under the name “Now and Then”.

Close-up of a game show sign displaying the date 'april 1977' in bold letters.

For gameplay purposes, “NOW” is “today” (1980), and “THEN” is April 1977.

Each of the six products here existed in 1977… Theresa’s job will be to determine whether each listed price is “NOW” or “THEN”.

A circular board displaying six grocery products with their prices, used in the game show 'Now or Then'.

Fortunately, she doesn’t need to get them all right. She just needs to get three adjoining spaces on the game board to win.

A Powerhouse candy bar displayed above a price tag showing 25¢.

Theresa chooses the Powerhouse candy bar for her first pick. Is 25¢ the price of the candy “NOW”, or “THEN”?

A Price is Right contestant, looking surprised, speaks to the host while holding a microphone, with a colorful background.

Theresa confidently says that it’s NOW!

A close-up of a vibrant red sign displaying the word 'NOW' in large white letters against an orange background, indicating the current pricing game in 'Now or Then'.

And she’s right!

A game show scene featuring a host pointing at a circular board labeled 'Now and Then' with prices for various grocery products, while a female contestant stands beside him.

In fact, she wins her second pick, too, with the Cortaid itch cream. Getting either the Borateem or the gum will form three in a row…

A package of Borateem laundry detergent displayed on an orange background, with a price tag showing 95¢.

She isn’t sure about either… but she decides to go with the Borateem.

A contestant with long brown hair smiles while participating in a game show.

The audience is screaming “THEN”, and she follows them…

A close-up of a hand holding a red 'THEN' sign next to a box of Borateem laundry detergent, set against an orange background.

…she’s right!

A contestant on a game show with a big smile, showcasing excitement or enthusiasm.

The first Now and Then player, and she won in a clean sweep!

S13, Oct 25 1984
A circular game board featuring six grocery product price slots labeled 'NOW' and 'THEN' with various prices displayed.

Eddie has the two leftmost wedges (they’re lit up), but missed the bottom wedge. He’ll have to get the Potato Buds at the top in order to win.

A contestant passionately speaking during a game show, with a colorful backdrop featuring purple and green.

Eddie says the potato buds at $1.59 are “NOW”…

A contestant stands beside a circular game board labeled 'Now and Then', featuring prices for grocery products. The host gestures towards the board while the contestant appears to be engaged in gameplay.

…nope. Unfortunately, there aren’t enough spaces left to make three in a row.

S15, Dec 2 1986
Colorful game board for the pricing game 'Now or Then', featuring the title prominently, along with a date indicator showing January 1980 and a displayed price of .64.

After six years, the name changed from “Now and Then” to “Now or Then”, to better reflect the choice being asked of the contestant.

S18, Sep 19 1989
A jar of Sun Giant apricot brand fruit on a podium showing the price of .19, with a hand partially obscuring the base.

You may think in 1989 it would still cost $2.19 for a jar of raisins…

A colorful sign displaying 'jan. 1984' in bold letters, with lights surrounding it and a product labeled 'Handi-Wipes' partially visible below.

But you’d be wrong. This is literally just like 1984!

A contestant smiling and applauding during a pricing game on The Price is Right, wearing a pink outfit and a name tag.

Who controls the past, controls the future… and who controls the raisins, wins a spa!

S26, Feb 13 1998
A game show host points to a circular board with six grocery product prices, separated into segments labeled 'NOW' and 'THEN'. The prices range from .28 to .99.

Contestants weren’t required to pick items in any order, and could bounce around the board as they pleased.

S35, May 31 2007
A contestant and host stand beside a colorful game board featuring a circular spinner divided into sections labeled 'NOW or THEN'. The board displays various grocery products with their prices.

By the time of Bob’s final playing, “THEN” could be as much as 10 years in the past.

A red and white game board labeled 'THEN', with a hand holding a flap that reveals a product behind it.

A “hidden rule” was also put in place. Each game ALWAYS had four “NOW” prices and two “THEN” prices.

S37, Apr 13 2009
A display featuring several red Netflix cards with the text 'One Your Subscription to Netflix' and a sign stating 'NO LATE FEES' on a black background on The Price is Right.

Speaking of throwbacks to the past, take a look at this prize… remember when Netflix mailed you DVDs?

S38, Feb 17 2010
A circular game board featuring six grocery products and their prices, labeled 'NOW' and 'THEN', on a vibrant background.

Bouncing around wasn’t always the best strategy.

A contestant wearing a red shirt interacts with Drew Carey on a Price is Right game show set, showcasing a circular game board titled 'now or then' with grocery product prices labeled for guessing.

After missing with the oven cleaner, Eileen went to the exact opposite side and tried the toothpaste, guessing $1.91 was “NOW”.

A hand points to a red box labeled 'THEN' with a tube of Aquafresh toothpaste displayed above it, set against an orange background.

Unfortunately, it wasn’t…

Drew Carey presents the 'Now or Then' pricing game board featuring various grocery products with displayed prices. A contestant approaches while an audience watches in the background.

…and Eileen locked herself out of a win after trying just two products.

Slate, “Winning the Price is Right”
Flowchart illustrating strategies to win the pricing game 'Now or Then' on The Price is Right, detailing prize guesses and outcomes.

Bouncing around can be helpful, however. As long as you know there are always four NOWs and two THENs, Ben Blatt even figured out a way to GUARANTEE a win without knowing any prices.

S44, Sep 22 2015
A game show contestant in a blue patterned shirt stands next to Drew Carey with black hair, discussing prices displayed on a colorful circular game board labeled 'Now and Then' with various grocery products and their prices from September 1980.

For a Decades Week throwback to the 1980s, the game briefly returned to its original title.

S40, June 7 2012
A close-up of a blue bottle of "NEW" Liquid Plumr Penetrex Gel displayed on a game show board with the word 'NOW' prominently visible.

One long-enduring urban legend held that any product with “NEW” on its packaging had to be “NOW”, believing that it couldn’t have been around in the past…

S42, Jun 27 2014
A board displaying the word 'THEN' in large letters, with a "NEW LOOK" product labeled 'GERITOL' situated above it.

…this was true sometimes, but it was not always the case.

S47, April 2 2019
A circular game board showing six grocery products with their prices displayed, part of the pricing game 'Now or Then'.

The board got some minor touch-ups around 2016.

S51, Feb 1 2023 (Primetime)
A pack of Babybel cheese displayed on a stand with a price tag of .99 against a colorful background.

If Jacob can give a correct answer for these cheese wheels, he’ll not only win a $49,000 trailer in a clean sweep win, but he’ll also secure The Price is Right’s first ever perfect hourlong show in primetime…

A contestant with a beard and blue shirt passionately discusses their answer on the set of 'The Price is Right' at night, featuring a colorful game logo in the background.

“The cheese? THE CHEESE IS NOW!”

A hand holds an orange box displaying the word 'NOW' with a netted package of Babybel cheese on top against a bright orange background, proving "The Cheese is Now!"

Indeed it is! And “THE CHEESE IS NOW” became the name of CBS’ newest soap opera. Since the show was going so perfectly, Drew had Jacob guess the other three just for fun.

S52, Feb 21 2024
Contestant engaging with host on 'Now or Then' game show set, with a wheel displaying grocery prices for 'NOW' and 'THEN'.

Alison has also won an $11,000 living room in a clean sweep, so Drew sweetens the pot with a special primetime bonus…

A model in a purple dress stands excitedly in front of a stylish living room setup, featuring a white couch, decorative pillows, and a coffee table, with a television screen in the background displaying 'MAID SERVICE FOR 5 YEARS'.

…if she can nail the other three, she’ll also win maid service for 5 years!