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down-market

American

[doun-mahr-kit] / ˈdaʊnˌmɑr kɪt /

adjective

appealing or catering to lower-income consumers; widely affordable or accessible.

adverb

in a down-market way.

down-market British

adjective

relating to commercial products, services, etc, that are cheap, have little prestige, or are poor in quality

"Collins English Dictionary — Complete & Unabridged" 2012 Digital Edition © William Collins Sons & Co. Ltd. 1979, 1986 © HarperCollins Publishers 1998, 2000, 2003, 2005, 2006, 2007, 2009, 2012

Etymology

Origin of down-market

First recorded in 1970–75

Example Sentences

Examples are provided to illustrate real-world usage of words in context. Any opinions expressed do not reflect the views of Dictionary.com.

See Examples For:

down-market

The destruction in consumer demand started down-market among the low- and middle income households, Brusuelas says.

From Barron's ● Apr. 8, 2026

At the time, overall company sales had been more variable, and many brands felt Walmart was too down-market to house their goods.

From The Wall Street Journal ● Jan. 19, 2026

Tesla has loosely followed Musk’s famous 2006 “master plan” of designing high-end EVs before moving down-market with more affordable models.

From Slate ● Jan. 10, 2023

Discovery’s popular but down-market unscripted programming — like “Gold Rush” and “Naked and Afraid” — added little of value to Warner’s premium assets.

From New York Times ● Nov. 19, 2022

As luxury has gone down-market, the marketplace has simply gone one better, rolling out ever-pricier goods and pitching them to the ever-loftier rich.

From "Class Matters" by The New York Times

Definitions and idiom definitions from Dictionary.com Unabridged, based on the Random House Unabridged Dictionary, © Random House, Inc. 2023