Definition of High-Low Pricing

High-low pricing is a pricing strategy in which a company initially sets a high price for their products or services and then later offers discounts, sales, or promotions with significantly lower prices. This approach creates a sense of urgency among customers to take advantage of the limited-time discounts. It also allows businesses to maintain an image of offering premium products or services while still catering to price-sensitive customers through discounts.


The phonetic pronunciation of “High-Low Pricing” is /ˈhaɪ-loʊ ˈpraɪsɪŋ/.

Key Takeaways

  1. High-Low pricing strategy involves offering products at a high price initially, and then lowering the price through promotions and discounts.
  2. This pricing method aims to attract customers through the perceived value of discounts and drive impulse purchases, while still allowing companies to benefit from the high initial price.
  3. High-low pricing requires careful management of promotions and discounts to avoid customer dissatisfaction and may not be suitable for all businesses, especially those competing primarily on the basis of pricing.

Importance of High-Low Pricing

High-low pricing is an important term in digital marketing as it refers to a pricing strategy where businesses set higher prices for their products or services initially and later offer discounts or promotions to attract price-sensitive customers.

This approach not only boosts immediate revenue for the company but also creates a sense of urgency among customers to take advantage of limited-time offers.

By prompting consumers to make purchases through the fear of missing out, high-low pricing capitalizes on both impulsive buying behavior and the perception of value while simultaneously increasing brand exposure through promotional efforts.

In a highly competitive and dynamic digital landscape, the strategic use of high-low pricing allows businesses to maximize profits, make room for inventory, and create a positive buzz around their offerings.


High-low pricing is a strategic approach utilized by retailers and marketers to attract customers by offering intermittent sales and discounts on specific products, while maintaining higher prices for other items. The primary purpose of this pricing strategy is to create a sense of urgency among potential buyers by invoking their fear of missing out on a great deal.

By alternating between high prices and temporary low prices, retailers can strike a delicate balance between maintaining profitability and offering customers a sense of value through promotional deals. This marketing strategy capitalizes on human psychology, as discounted prices tend to make buyers feel that they are getting a good deal, even if the perceived cost savings are minimal.

High-low pricing can also boost brand image and enhance customer loyalty by enhancing the shopping experience and rewarding customers for their continuous patronage. By making these limited-time promotions exclusive to certain groups, such as registering for newsletters or loyalty programs, businesses can also gather invaluable consumer data to better target their marketing efforts.

In summary, high-low pricing delivers benefits to both retailers and customers, as businesses can maintain profit margins, simplify inventory control, and generate incremental sales, while customers receive the satisfaction of finding sought-after deals and savouring the rewards of their shopping expertise.

Examples of High-Low Pricing

High-Low Pricing is a pricing strategy commonly used in the retail industry, where a product’s price is initially set high but is later discounted or marked down, creating the impression of a sale or a good deal for consumers. Here are three real-world examples of High-Low Pricing:

Department Stores: Department stores like Macy’s or Kohl’s regularly use High-Low Pricing to entice customers to shop with them. They usually list the original (high) price and the marked down (low) price of products, offering discounts during seasonal sales or special promotions. For example, a dress might be listed at $120, but during a weekend sale, it could be marked down to $60, creating a sense of urgency among shoppers.

Electronic Stores: Electronic stores, such as Best Buy, often use High-Low Pricing when launching new products or during holiday seasons. For instance, a recently released smartphone could be initially priced at $999 but marked down to $799 during a Black Friday sale. This pricing strategy attracts customers who want to get the latest gadgets at a reduced cost.

Online Retailers: Online retailers like Amazon or eBay often use High-Low Pricing to showcase discounts on various items. For instance, a kitchen appliance could be listed at $200 but offered at a discounted price of $150 during a “Deal of the Day” promotion, encouraging customers to grab the deal while it’s available.In all these cases, High-Low Pricing helps create a sense of saving and urgency, motivating customers to make purchases fearing they may miss out on a great deal.

High-Low Pricing FAQ

1. What is High-Low Pricing?

High-Low Pricing is a pricing strategy where products are initially sold at a higher price, and then later discounted to a lower price. This approach is commonly used by retailers to create a perception of value and encourage purchases during sales events.

2. What are the advantages of High-Low Pricing?

Advantages of High-Low Pricing include attracting customers through the allure of discounts, creating a sense of urgency for purchases, and promoting customer loyalty by offering exclusive sales.

3. Are there any disadvantages to High-Low Pricing?

Disadvantages of High-Low Pricing include potentially eroding brand value, training customers to wait for discounts, and reducing profitability due to markdowns.

4. How does High-Low Pricing differ from Everyday Low Pricing (EDLP)?

High-Low Pricing relies on frequent promotions and discounts, whereas Everyday Low Pricing (EDLP) focuses on consistently offering low prices without the need for sales events. Both strategies aim to attract customers, but they emphasize different aspects of the shopping experience.

5. Is High-Low Pricing suitable for all types of businesses?

High-Low Pricing is primarily used by retailers and may not be suitable for all businesses. Companies must carefully consider their target audience, brand identity, and industry trends before deciding on the most effective pricing strategy.

Related Digital Marketing Terms

  • Price Skimming
  • Discount Pricing
  • Promotional Pricing
  • Market Penetration Pricing
  • Price Discrimination

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