At around 9.15am on Thursday 5 July 2012 the man entered Morrisons on Broughton Road and paid cash for a 32 inch Akura television worth £190.
Around one hour later he returned to the store and asked if he could have a refund for the item as his wife thought it was too expensive to gift as a wedding present.
He returned the box to staff who gave him his money back and he left the shop.
When he was gone staff opened the box and realised that he had swapped the new TV for an old broken model.
Despite extensive enquiries, the man has not been traced and officers are appealing to anyone who recognises him from the image to get in touch.
PC Andrew Ingram, of Skipton police, said:
This was a calculated, dishonest theft and I am hoping that someone will recognise the man from the image and let us know who he is.
Anyone can help the police with their enquiries is urged to contact North Yorkshire Police on 101 – select option 2 – and ask for Andrew Ingram or Skipton police.
Alternatively Crimestoppers can be contacted anonymously on 0800 555 111.
Please quote reference number 12120108483 when passing information about this incident.