I find that several dependencies exist when it comes to pricing: materials cost, labor, overhead, etc. But when it comes to what the customer actually pays, there is one very important item - shipping. For wholesale accounts, I give them 30% off from my MSRP if they have a minimum of a $200 order. Now at first glance they would complain that my web price is under cutting them (assuming they want to double what they paid) until I remind them that if a customer buys from my website, they ALWAYS pay a shipping/delivery charge that is a minimum of $8. Customers who buy from me over the web don't buy just one of something - they make it worth paying the shipping charges. So if a customer wants just one of my 8oz apothecary jars (actually more like 9 ounces of wax) for $10.99, it would end up costing them almost $20 by the time taxes and shipping are accounted for. If its a local customer, there is room for the retailer to up the price to something comfortable to them yet still undercut my web price when shipping is considered. So far this has been more than enough "wiggle room" for a retailer to go up a dollar or two from my web price and allow them the margins they want. HTH, Ronnie