Retail price calculator
- Shelf price
- 13.31
- Landed cost per unit
- 6.66
- Gross margin, percent of price
- 50.0
- Gross profit per unit
- 6.66
Every figure on this page is worked out from the inputs you enter, by the method stated below it. Footfally publishes no wholesale price, no industry labor ratio and no benchmark rent: the defaults are a worked example to replace with your own numbers, and the footfall is always yours.
The figures above start from a worked example (13.31). Change any input and the answer updates as you type.
Download the Retail price calculator worked example (CSV)
A shelf price is four numbers pretending to be one: what you paid the supplier, what it cost to get the case to your back door, the markup you chose, and what card processing and shrink take out of every sale. This calculator works all four from what you type and shows the gross margin and the gross profit per unit separately, because markup and margin are different numbers describing the same price and a price list that confuses them carries lines at half the intended profit.
Landed cost is the cost
The supplier's invoice price is where the sum starts, not where it ends. Inbound freight, spread across the units in the case, is part of what the unit cost you, and marking up the invoice price instead of the landed cost is the quiet way a store's real margin ends up several points under the one on paper. The calculator takes freight as a percentage of cost so the same setting works across a whole order.
Markup and margin are not the same number
A markup of 100% on landed cost gives a price that is double the cost, and a gross margin of 50% on that price. The calculator prints both so whichever word your buyer thinks in, the other is beside it. Keystone is the 100% setting and it is one input, not a rule: change it and watch what the gross profit a week on the line does.
Fees and shrink come off the sale, not the cost
Card processing is a percentage of what the customer pays, and shrink, the stock that is damaged, out of date or walks out, is best expressed the same way. Both are taken off the sale price here, which shows what is actually left per unit once the sale clears. Set the shrink figure from your own counts; an industry average tells you nothing about your shelf.
Footfally Pro
Keeping what you make
The answers are free forever. Pro turns them into the store's own record: your store name on the rota and the price list, no watermark, every week's rota, every priced line and every month's figures saved against the store, and clean exports for the accountant.
- Save a rota, a priced line or a month and reopen it later
- Compare two rotas or two prices side by side
- No Footfally watermark, your store name on it
- Rotas emailed to the team
- Connect your own Stripe account
- Connect your QuickBooks Online or Xero
$49per month, whole team
Start Footfally Pro PricingRenews monthly at the price above until you cancel. We email you before any price change.
Retail price calculator: common questions
Should the price include sales tax?
In most US states the shelf price is shown before sales tax and the tax is added at the till, so the calculator leaves it out. If you show tax inclusive prices, or your state requires it for certain goods, add the rate on top of the shelf price the calculator gives you.
What markup should we use?
The one your category will bear, which is your knowledge and not ours. The calculator makes markup an input precisely so you can see the margin and the weekly gross profit at a markup of 70%, 100% or 130% and decide with the numbers in front of you rather than from a rule of thumb.
Does this save the price list anywhere?
Not on its own. The calculator computes in your browser and sends nothing anywhere. Footfally Pro saves each priced line against the store, with your name on it, so the price list is one place rather than a spreadsheet nobody trusts.