sticker shock

The phrase "sticker shock" refers to the feeling of surprise or disbelief experienced by a consumer when they see the unexpectedly high price of a product or service. It is often used to describe the reaction to prices that are significantly higher than what was anticipated or previously paid for a similar item. This term is commonly used in the context of shopping, especially for big-ticket items such as cars, houses, or luxury goods. Sticker shock can lead to hesitation or reluctance in making a purchase due to the perceived high cost.