To prove his point, Kelley has actual sales figures from a representative store…. During the first week, customers…were shown the low end of the line…and then encouraged to consider more expensive models—the traditional trading-up approach…. The average table sale that week was $550…. However, during the second week, customers…were led instantly to a $3,000 table, regardless of what they wanted to see…and then allowed to shop the rest of the line, in declining order of price and quality. The result of selling down was an average sale of over $1,000.14
