sticker shock

Definition

Disgust, shock, or fright upon learning the price of an item offered for sale.

Etymology

Coined c. 1981, in reference to price stickers affixed to items for sale.

Example Sentences

• "Last week Jensen returned to his dealer's showroom to eye the new Continental, but he quickly became another victim of what Detroit calls "sticker shock." The price on the car's window: $25,692. Says he: "Damn, that is expensive! It persuaded me to keep driving my '80 until it won't go any more.""
• "Now the 1997 model year brings a slew of new and redesigned models that tackle sticker shock head-on."
• "This was supposed to be a summer of long-awaited celebrations in New York City, the return of a packed calendar full of birthday dinners and happy hours. But New Yorkers are confronting sticker shock everywhere they look, whether they’re shopping for barbecue supplies at the grocery store, ordering a beer after work or grabbing a late-night slice of pizza."