Sears, Roebuck & Co., which recently announced a new price-cutter merchandising stragegy, has doubled the credit limits for 10 million retail charge-card customers, a spokesman said.

About 40 percent of Sears' active credit accounts are affected, said Gordon Jones, a spokesman for the nation's largest retailer. He dismissed suggestions that the credit gimmick was tied to the company's new price-cutting policy."We are constantly reviewing accounts and raising individual credit limits," said Jones.