I've always assumed that it's marked up quite a bit---like 2-300% or 2 - 3 x what they pay for it. With the cost of insurance, water, lights, heat, air condintioning, rent or bldg payment, labor and maintenance and then needing room to still make a profit when it's marked down I just figured it would take that much to keep them in business. Perhaps not if they're a chain such as Joann's or Hancock's but a local, privately owned business would just about have too.