Definition of "rollbacks" [rollbacks]

• Plural form of rollback. (noun)

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• "First off, we're not going to back off on our price increases because the trade-off is still positive, but we are seeing more reductions from rollbacks, which is obviously competitively driven."
• "As growth slowed and Wal-Mart began running out of room to build new supercenters, the chain began touting more discounts on select products - Wal-Mart calls them "rollbacks" - while raising prices on other items, according to interviews with more than a dozen current and former executives and vendors."
• "He said Walmart U.S. remains focused on everyday low price and a broad assortment, coupled with ad-price-matching guarantee, to help lift sales after a strategy to lower prices on select products, or so-called rollbacks, and a decision to narrow product assortment backfired and alienated shoppers."