Meaning
Expressing that something is beyond one's budget or value.
Cultural Background
In the US, saying 'It costs too much' is common in retail but can be a prelude to asking for a discount or looking for a coupon. However, in social settings, it's often more polite to say 'It's a bit out of my budget.' British people might use 'It costs too much' but often prefer understatements like 'It's a bit steep' or 'It's a touch pricey' to avoid sounding too aggressive about money. In many Middle Eastern markets, saying 'It costs too much' is the expected first step in a long negotiation (haggling). It is not seen as rude, but as a standard part of the business transaction. Directly saying 'It costs too much' to a shopkeeper can be seen as slightly rude or embarrassing. Japanese consumers often just say 'It's a little...' and leave the sentence unfinished to imply it's too expensive.
Softening the blow
If you want to be more polite, add 'I'm afraid' or 'I think' at the beginning: 'I'm afraid it costs too much.'
Don't say 'It costs very much'
This is a common error. Use 'It costs a lot' for positive/neutral and 'It costs too much' for negative.
Meaning
Expressing that something is beyond one's budget or value.
Softening the blow
If you want to be more polite, add 'I'm afraid' or 'I think' at the beginning: 'I'm afraid it costs too much.'
Don't say 'It costs very much'
This is a common error. Use 'It costs a lot' for positive/neutral and 'It costs too much' for negative.
Use 'Way' for emphasis
In casual English, add 'way' to show you are really shocked by the price: 'It costs way too much!'
Test Yourself
Fill in the missing word to complete the complaint.
I want to buy that car, but it _______ too much.
The subject 'it' requires the third-person singular 's' in the present tense.
Which sentence is the most natural way to say a price is too high?
You are at a shop and see a $200 T-shirt.
'Too much' is the standard way to express that a price exceeds a limit.
Complete the dialogue between two friends.
A: Let's go to the cinema tonight. B: The tickets are $25 now. A: Wow, that _______!
Tickets (plural) are the context, but 'that' refers to the price/situation, so 'costs' is used.
Match the phrase to the correct situation.
When would you say 'It costs too much'?
This phrase is used for high prices that feel unreasonable.
🎉 Score: /4
Visual Learning Aids
Too Much vs. A Lot
Practice Bank
4 exercisesI want to buy that car, but it _______ too much.
The subject 'it' requires the third-person singular 's' in the present tense.
You are at a shop and see a $200 T-shirt.
'Too much' is the standard way to express that a price exceeds a limit.
A: Let's go to the cinema tonight. B: The tickets are $25 now. A: Wow, that _______!
Tickets (plural) are the context, but 'that' refers to the price/situation, so 'costs' is used.
When would you say 'It costs too much'?
This phrase is used for high prices that feel unreasonable.
🎉 Score: /4
Frequently Asked Questions
10 questionsIt's not inherently rude, but it is very direct. In a shop, it's fine. In a friend's home, it might be better to say 'It's a bit expensive.'
Yes! If you are talking about shoes or multiple books, say 'They cost too much.' Note that 'cost' loses the 's' for plural subjects.
'Too expensive' is an adjective phrase (It is too expensive). 'Too much' is an adverbial phrase used with the verb 'costs' (It costs too much). They mean the same thing.
Yes, figuratively. 'This project costs too much of my time.'
They are likely speaking in the past tense. 'Yesterday, I saw a coat, but it cost too much (so I didn't buy it).'
Only if discussing project budgets. Don't use it to talk about your salary expectations; say 'That is below my expected range' instead.
You can say 'That's a rip-off' or 'That's daylight robbery!'
You can say 'It's a bargain' or 'It's very cheap.'
Yes, adding 'money' at the end is perfectly correct and very common for emphasis.
Yes, in English, 'too' almost always implies a negative excess. 'Very' is used for a neutral or positive high amount.
Related Phrases
Too expensive
synonymThe price is high.
A rip-off
specialized formA price that is unfairly high.
Pricey
similarSomewhat expensive.
Cost an arm and a leg
specialized formTo be extremely expensive.
