price reduction — a decrease in the amount of money charged for goods or services

a cheerful store clerk holds up a jacket while gesturing enthusiastically to a surprised customer. The customer examines the same jacket she was looking at earlier with a delighted expression. The clerk points to where the original higher amount was crossed out on a blank tag, now showing a much lower amount. The customer's face lights up as she realizes she can afford the jacket now. Other shoppers in the background browse through marked-down merchandise with excited expressions. Store employees arrange discounted items on display racks throughout the scene. a decrease in the amount of money charged for goods or services