down-market

American  

[doun-mahr-kit] / ˈdaʊnˌmɑr kɪt /

adjective

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

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adverb

1. in a down-market way.

down-market British  

adjective

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

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Etymology

Origin of down-market

First recorded in 1970–75

Example Sentences

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

Or pursued by a pack of really down-market paparazzi wielding Argus C3s?

From Washington Post • May 1, 2022

He has not been hindered by a shoestring recruiting budget or a conference — the Metro Atlantic Athletic — that is down-market enough to play its tournament on the Atlantic City, N.J., boardwalk.

From New York Times • Mar. 21, 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