Bait-and-switch is a deceptive form of advertising or marketing tactic generally used to lure in customers into the store. A company will advertise their product at a very cheap and enticing price which will attract the customers (bait). However, the product the customer seeks is not available for various reasons, such as the company only having a limited quantity of product available for sale which was quickly sold out (switch). After which, the store/company will then try to sell something that is more expensive and valuable than what they originally advertised (upsell). Regardless of the fact that only a small percentage of the shoppers will actually buy the more expensive product, the advertiser using the bait remains to gain profit.