soft
adjective
uk/sɒft/ us STOCK MARKET, FINANCE
used to describe a market in which prices are not rising or are going down:
Its products may be good, but they cost a lot of money, which makes them difficult to sell in a soft market.
Deepening soft market conditions make profitable growth difficult to maintain.
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hard
ECONOMICS
used to describe prices, demand, sales, etc. that are not increasing or that are falling:
The industry is generally struggling with soft prices and expensive running costs.
Domestic demand is soft and the Fed could cut interest rates further.