Everyday low pricing (EDLP) is a version of customary pricing, whereby a retailer strives to sell its goods and services at consistently low prices throughout the selling season. These retailers usually offer few discounts because their prices are already reduced. Customers do not need coupons or need to wait for a sale to purchase at a lower price.
This differs from high-low pricing. High-low pricing is a pricing strategy in which a company introduces a product or service at a high price. The company will then lower the price through promotions, markdowns, clearance sales, special offers, or as demand decreases.