An electronic shelf label system comprising a plurality of electronic shelf labels is provided. A central computing system transmits data transmissions to the plurality of electronic shelf labels at a first power level. A candidate electronic shelf label from the plurality of electronic shelf labels periodically activate from a sleep mode to identify whether there is an existing master electronic shelf label from the plurality of electronic shelf labels. The candidate electronic shelf label becomes a new master electronic shelf label based on a set of specified conditions to transmit programming instructions received from the central computing system to one or more electronic shelf labels.