sticker shock

unpleasant surprise on learning of an unexpectedly high price for an item.

sticker (price) + shock Unabridged
Based on the Random House Dictionary, © Random House, Inc. 2014.
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Slang Dictionary

sticker shock definition

  1. n.
    the shock at seeing just how much something new, usually an automobile, costs as determined by looking at the price tag or sticker. : I went to a car dealer today, and I am still suffering from sticker shock.
Dictionary of American Slang and Colloquial Expressions by Richard A. Spears.Fourth Edition.
Copyright 2007. Published by McGraw-Hill Education.
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