Publix, a well-known grocery chain in Florida, has long been associated with higher prices. However, recent shopper reactions suggest that the store may have taken its pricing to an extreme level.

The latest controversy revolves around a half watermelon that carries the eye-popping price tag of $18.77.

One shopper captured the shocking price and shared it on Facebook, expressing how the cost left him momentarily stunned.

“Publix really had me questioning my own reality today,” wrote the shopper, identified as MxrkJunior.

“I stood there with my basket, feeling a bit foolish, staring at the price tag for a full minute, convinced I had misread it—because how could half a watermelon be more expensive than my entire lunch?”

The photo quickly gained traction on Reddit, where users shared in the astonishment. “Is it made of gold?” one user quipped, while others described the price as “crazy” and “insane.”

Whole seedless watermelons typically sell for between $5 and $8, depending on size and season. 

The watermelon isn’t the only Publix product drawing criticism. 

While Florida grocery chain Publix has long been known for its higher prices, some shoppers are now accusing the retailer of veering into truly exorbitant territory

Another recent flashpoint was a prime tenderloin steak spotted at a Publix store in Yulee, Florida.

A photo posted to Reddit showed the meat priced at an eye-watering $61.49 – equivalent to $49.99 per pound.

‘This is criminal,’ the customer wrote. 

‘Not only is this meat mediocre, it’s ridiculously priced. What the hell, Publix?! This is the store in Yulee, FL. It was the only tenderloin on the shelf.’

Other users pointed out that eating in a restaurant would be cheaper.

‘You can get a full ribeye or tenderloin dinner – with table bread, two sides, and soft drinks – in Florida at Outback, Texas Roadhouse, or LongHorn for $26 to $31,’ one commenter noted.

‘Publix is wildly overpriced,’ another added.

Some shoppers say the price hikes extend well beyond produce and meat. 

A photo of the costly fruit was shared on Facebook by user MxrkJunior, who said the price stopped him in his tracks

The watermelon isn’t the only Publix product drawing criticism. Another recent flashpoint was a prime tenderloin steak spotted at a Publix store in Yulee, Florida 

‘If you think that’s bad, a jar of Planters mixed nuts is going for almost $20,’ one Redditor wrote. ‘Mayo is pushing $10 a jar. Insane – and unsustainable.’

As frustration grows, some customers say they’re turning to competitors.

‘Ingles or even Kroger has better selection,’ one user commented. 

‘Whole Foods has a good butcher shop. Costco is the best option for unit economics, for sure.’

Still, competition in Florida remains complicated. 

Kroger conceded ground to Publix when it announced plans to shutter its remaining online-only grocery operations in the state in November. 

The company closed its physical Florida stores back in 1988 but continued serving some residents through delivery via automated fulfillment centers, which are now being shut down.

Trader Joe’s, meanwhile, has taken aim at Publix by announcing plans to open several new Florida locations. 

The Florida-born grocer is also known for its frequent ‘Buy One, Get One Free’ deals, high quality, and friendly customer service

Even so, Publix continues to dominate the market, operating more than 900 stores statewide compared to Trader Joe’s 27.

Costco, despite its fiercely loyal customer base, remains limited by its $65 membership fee and just 35 Florida locations. 

Whole Foods offers a more upscale, organic, and artisanal experience, while Publix has traditionally positioned itself as the everyday neighborhood grocer.

Yet as more shoppers call out what they see as runaway prices, Publix’s long-standing grip on Florida’s grocery scene may finally be tested – and its reign could be approaching a bitter end.