A pricing strategy where retailers alternate between high and low prices for a given marketplace A pricing strategy where retailers alternate between high and low prices for a given marketplace offering. The high price is usually well above what most consumers would consider a competitive price. The low price is generally quite competitive, especially when compared to the high price. The low price phase is meant to entice deal-prone consumers to visit a retailer to get a great price on select items hoping that they will also buy a few products in the high price phase. However, a high low pricing strategy probably trains most consumers to wait to purchase an item during its low price phase. Mall department stores often use high low pricing strategies.