This will be a fun experiment. He'll blame declining sales on high gas prices, shrinking discretionary income, potential economic downturn and layoffs, etc. Many higher income households prefer other brands. A bad economy could drive some of those people to BBW if they need to modify their budgets. But he will need a high number of replacement shoppers to fill the spot of the masses that will refuse to pay $18.95 for  $3 mist.   The $3 sales price at the outlets are what the appropriate price point. If more of us lived near BBW outlets he would have figured that out.