I run a shop as well and I mark my prices $3 over the average online price on an item. I basically match online *with* shipping prices. Of course, any vendor could sell for way less but B&M shops have so much overhead, it's almost not worth doing. I'll point out that the average CE4 clearo can be had for $1. Less if you buy 500 at a time. Retail shops in Tampa and St. Pete sell them for $9.99 in some places, which is complete robbery. There's a term: "What the market will bear." and I'm opposed to it in almost all cases. It implies cranking the prices up very high but not so high no one will buy from you. Basically, a price you can get away with.
I'm sorry, but a CE4 is a relatively junky item. They work but are low-end imho - $10 for one is theft.
Some folks say my juice is overpriced. It's all made on site, on demand, by hand and goes for the *average* price you would pay for good juice online.
I don't sell at, say, Bluemist prices because their juice is basic, mediocre juice.
There's no need to sell 30ml bottles for $20 or more. Juice isn't that expensive to buy, even less so if you DIY.
There's a semi-local vendor to me that's about 20 mins away, who sells ecigs and supplies as an afterthought. They sell all manner of crap and trinkets but in their ad, they decided to put in a dig about my 'high' prices. Then I found out they sell chinese pre-made juice and the cheapest possible style of ce4 (yes there are even crappier ce4s than the average ones you run into).
*They aren't even an cig shop* and they feel the need to rape me in a craigslist ad. I guess, if you like that kinda juice or just don't know any better, buy the cheap stuff.
I used to.
Then I learned better and haven't looked back.
I'm rambling. The point is, I agree with OP entirely. There is a lot of gouging going on out there and in B&M's most of the traffic in my town are newbies that don't know any better that will pay it because, well, they haven't the slightest idea.
If you have to worry that someone will be aghast when they go online and look at the real prices of things then you're charging way too much and unfortunately, this is the case everywhere.