A method, system, and/or computer program product dynamically controls an available inventory level for a particular product. An in-store shopper identification receiver receives an in-store shopper's identification signal from an in-store shopper identification transmitter in a shopper's personal electronic device. Based on the in-store shopper being in the physical store, a local area network connection between the shopper's personal electronic device and a local area network in the physical store is activated, thus enabling a retrieval of an in-store shopper's wish list stored on the shopper's personal electronic device. The available inventory level for the particular product on the in-store shopper's wish list is then adjusted according to the presence of the in-store shopper in the store and the contents of the in-store shopper's wish list.