In Now....or Then, the prices of products are either "now" being today, or "then" being a certain month and year in the past.
- The contestant is shown six grocery items arranged on a circular board which is divided into six wedges (similar to the Trivial Pursuit Pie/Game Token) and a year and month sometime (usually 8-10 years) in the past.
- The contestant selects a grocery item and must determine whether the price given for it is either the current price ("now") or the price as of the specified past date ("then"). To win the game and a large prize, the contestant must correctly guess three items that are on adjacent wedges of the circle (IOW, three products that touch each other; or as Bob put it, three in a row, or as Drew put it, three next to each other). The contestant may continue selecting as many items as needed until the goal is either achieved or made impossible.
- There is an unstated rule that there are always four "now" prices and two "then" prices. Also, there is usually one product that is clearly marked "NEW!" which means that the product is obviously a "now" price. Even one or more items that did not exist in the "then" date in some playings (depending on "then" date) means that it's a "now" price.
- Now....and Then premiered on September 17, 1980 (#3783D) and was won on the day it premiered in.
- Now....and Then was created by Steve Ryan, who also created the 1980s game show Blockbusters, produced all of the rebus puzzles on Classic Concentration and wrote all of the puzzles on Password Plus and Body Language.
- Until November 19, 1986 (#6273D), the game was named "Now....and Then", and Bob always mentioned it was "so-called, because we play this game every now and then." The name was changed on December 2, 1986 (#6292D) to more accurately reflect the decision the contestant had to make. On September 22, 2015 (#7212K), the game reverted back to "Now....and Then" and its "Then" was the date of when it premiered.
- Until the late 2000s, the "then" prices were researched by Kathy Greco who used archived newspaper advertisements as her source; nowadays the "then" prices come from past episodes of The Price is Right.
- Often, the "Then" date on the board leads to quite interesting banter between the host and the contestant. Notably on the April 10, 2008 (#4284K) playing, contestant Keith C. Johnson, a kindergarten teacher, upon seeing the "Then" date of March 1997 remarked, "Back when I was 21." Drew remarked, "Back when I was 21 as well."
- On May 23, 2016 (#034SP), it was redesigned for the Survivor primetime special and its "Then" date was the date Survivor premiered. On June 21, 2016 (#7592K), the redesigned set got carried over to the daytime show.
- On February 19, 2018 (#8221K, aired out of order on February 22), during Big Money Week, Now....or Then was played for $30,000, but unfortunately, it was lost.
- To make this work, about 4 grocery items will have the actual price introduced today with 2 grocery items that had an actual price from the past.
- The most number of times this game was played in any season was 18.
- On the Italian OK, Il Prezzo è Giusto, it was played under the name "Inflazione" (literally meaning "inflation").
NOTE: As you might've noticed, four of these pics all came from Christmas shows.