On paper, is lower in price (4)

I believe the answer is:

down

I'm a little stuck... Click here to teach me more about this clue!

'lower in price' is the definition.
'down' can be an answer for 'lower' (I've seen this in another clue). I'm unsure of the 'in price' bit.

I don't understand the rest of the clue.

Can you help me to learn more?

(Other definitions for down that I've seen before include "somewhere in Northern Ireland to > drink" , "Feathers of eider duck" , "Some 13 Acrosses" , "Soft feathers (like this clue)" , "Sad; feathers" .)

I've seen this clue in the Evening Standard.

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