Expensive means you don't think it's a good value.
Perhaps you don't find its utility high enough to justify the price. Perhaps you can find it cheaper elsewhere.
Expensive does not mean it costs a lot of money. A high price tag has nothing to do with whether something is the value judgment known as expensive. A Bugatti Veyron Grand Sport for a million dollars is not expensive, it's a bargain at half the MSRP. Whether you value it or not is another issue.
Expensive also has nothing to do with whether you can personally afford something, although carrying a high priced item is something a retailer needs to take into account.
From a customer perspective, this "expensive" personal problem nonsense rubs me the wrong way. Too expensive compared to what? How are you measuring that value? From a retailer perspective, we, as a group, tend to avoid high priced items for fear of it being "too expensive."
This is reinforced by the price pressures put upon us by the Internet. My feeling is the higher the price, the more likely a customer will seek it cheaper online. There is a sliding scale in my mind. I see this continually at the low end, as we sell card sleeves to people who have never bought a Magic pack from us, or when I sell far more of a $30 expansion than I sold of the $99 parent game. This, quite frankly, is soul crushing if you think about it too much.
We should, I think, have a broad range of prices for our broad range of customers, but man, the negative reinforcement is huge. High priced items try my patience, as I deal with customer astonishment. It's one more reason why we can't have nice things.
It's an especially good reason to market your store up market. There will be customers who are not happy shopping "The Gap" of games, which is what we've been called, who would prefer The Android's Dungeon. That's fine, there's a dungeon for them somewhere. You want the other customers. Plus most Dungeon customers will put up with that annoying smell of Pine Sol and smiling staff. If there is a shrinking middle class, retailers may need to choose sides.