An electronic price label system and a method for an electronic price label system include a product database in which products are listed. A new price of a product is sent to an electronic price label linked to the product. The received new price of a product is stored by the electronic price label. The electronic price label changes the displayed price to the received new price in response to receiving a price activation signal from the electronic price label system, e.g. from base station of the electronic price label system.