roll prices back

roll back

1. verb To reduce, limit, decrease, or devalue something, or reset something to a previous level or status. A noun or or pronoun can be used between "roll" and "back." The new administration has been slowly rolling back regulatory legislation. If you roll your prices back, it will be much harder to raise them again without a lot of customer complaints.
2. noun A reduction, limit, decrease, or devaluation of something, or a reset of something to a previous level or status. In this usage, the phrase is usually hyphenated. The roll-back of regulatory legislation has angered many consumer groups. This price roll-back should make our customers happy.
See also: back, roll

roll prices back

Fig. to reduce prices. The store rolled all its prices back for the sale. The protesters demanded that the big oil companies roll back their prices.
See also: back, price, roll
References in periodicals archive ?
"They are not going to roll prices back, but they will cut deals with retailers." LAUNDRY APPLIANCES channels of Distribution Sears 35% 35.5% Mass merchants & clubs 7% 4.5% Appliance stores 21% 19.5% Home improvement centers 27% 27.5% Other 10% 13% Retail Sales 2006 % CHANGE 2005 ($ millions) $6,878.24 5.4% $6,528.94