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@DavidL: Using your fictitious numbers problem above, your retail price should actually be more like $90.00 as the $45.00 price tag should be your wholesale price which is then multiplied by a factor of at least 2. This give you a truly fair profit margin/amount to work with that covers all of the "other" things that go into your product plus it makes it a bit easier to absorb those annoying price hikes that we see without hitting your overall profit as negatively as it would if you just worked for wholesale pricing level. Remember, as a business you have to make enough to pay all of those things plus maintain financial stability to remain in business.

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