Wal-Mart's marketing concept designed to make the American consumer think that they are lowering their prices all over their stores. For example, you might see a TV which used to be $196.00 but has a new "rollback" sticker price of $182.50, it was most likely $182.50 the whole time, or it used to be $182.75. The "was" price usually was made up to make you think they lowered the price a lot.