A method for ESL utilizing light communications includes selecting for ESL, a product stocked on shelf slotting space in a retail environment and querying a database with an identifier for the selected product and receiving in response to the querying, pricing data for the selected product. The method additionally includes selecting a frequency of communication above a specified strobe rate for a lighting system illuminating the retail environment and transmitting a directive to a controller for the lighting system directing the lighting system to communicate the pricing data to a shelf labeling module associated with the selected product. Thereafter, in response to the directive, the controller encodes the pricing data into a strobe pattern of the lighting system and activates the pattern thereby communicating the pricing data to the shelf labeling module which then decodes the pricing data from the strobe pattern and display the pricing data in a display.