Shrinkflation, a portmanteau of shrink and inflation, is a term for the practice of a company maintaining the price of a product while reducing the size or quantity of the product itself. It's a way for companies to increase their profits without explicitly raising prices. For example, a company may shrink the size of a bag of chips or reduce the number of cookies in a box, but keep the price the same. This allows them to maintain their profit margin while consumers may not even notice the change. Of course, over time, the effects of shrinkflation add up and can create real financial strain for consumers.