Martinican shoppers buy in French and pay in euros (EUR), but shelf prices are shaped by shipping from mainland France, the octroi de mer on imports and a lower VAT rate than in Paris. Food prices became the island's main public issue in 2024, when protests over the gap with the mainland began in September and put supermarket pricing under close scrutiny. The bouclier qualité-prix, a basket of everyday products whose price the prefect sets each year after negotiation under a 2012 law, gives price trackers a public benchmark.
Retail is concentrated. Groupe Bernard Hayot (GBH) runs the island's Carrefour hypermarkets as well as Decathlon and Mr.Bricolage stores, and much of the big-box shopping sits in Le Lamentin, near Martinique Aimé Césaire airport, and in Fort-de-France. Teams monitoring the island follow leboncoin's Martinique listings for cars and rentals, France-Antilles Martinique and Martinique la 1ère for news and display advertising, and RCI for radio-led campaigns. Fares to Paris on Air Caraïbes, Corsair and Air France are the other large pricing category, together with villa and hotel rates in Les Trois-Îlets and Sainte-Anne in the south.
Almost everyone speaks Martinican Creole as well as French, and it appears in social content more than in storefronts. Google in French is the main search engine, and map packs follow the commune, so results in Fort-de-France and Le Robert differ from a mainland search. Since 2015 a single Collectivité territoriale de Martinique has replaced the department and region, but data protection works as in the rest of France, under the GDPR and the Loi Informatique et Libertés of 1978.
Fares to Paris are only part of Martinique's travel pricing. From Martinique Aimé Césaire airport, Air Canada flies to Montreal all year and adds seasonal Quebec City and Toronto flights, Air Transat serves Montreal and Quebec City, and American Airlines flies to Miami, so North American fares and packages are a separate check. Regional hops run on Caribbean Airlines, Winair and Sunrise Airways, and Air France links the island with Cayenne. By sea, FRS Express des Îles connects Martinique with Guadeloupe, Dominica and Saint Lucia. Compare these fares from Fort-de-France as well as from the other end of the route, because the same trip is marketed to both.