the manufacturer's suggested 'retail' price [=the price of something when it is sold to the final customer]
You usually have to pay more if you buy something 'retail' than if you buy it wholesale.
We 'retail' clothing at the best possible prices.
(..) There's all kinds of family, Brian. And that's a choice you're gonna have to make. You ready for this? Nice car. What's the retail on one of those? More than you can afford, pal. Ferrari. Smoke him. So, what's wrong, Brian? Nothing, man, I'm fine. Come on. Obviously something's off. (..)2001 The Fast and the Furious