full price

You use this phrase as a noun or an adjective. You can say, "I paid full price for these shoes." You can also say, "That is a full price item." It usually follows verbs like pay, charge, or cost. It is very common when talking about shopping, tickets, or services. If you are bragging about a deal, you might say you *didn't* pay full price.

Use it when you are at the mall with friends. Use it when booking a flight last minute. It is perfect for complaining about how expensive things are. "Can you believe I had to pay full price for this?" It is also used in business. A company might say, "We only sell at full price to maintain our brand image."

Don't use it if there is a specific name for the price. For example, don't say full price for a 'fine' or a 'tax'. Those aren't products you buy. Also, avoid it in very high-end luxury settings. There, the price is just 'the price.' Mentioning a discount or full price can sometimes feel a bit 'cheap' in elite circles. Just pay and look cool!

In Western cultures, especially the US and UK, there is a huge 'sale culture.' People often feel like they 'lost' if they pay full price. There are entire holidays like Black Friday dedicated to avoiding full price. However, in some high-end boutiques, asking for a discount is rude. Paying full price there is a sign of status. It shows you have the money and don't need to hunt for bargains.

You might hear people say retail price or sticker price. Sticker price is very common when buying cars. Another one is MSRP, which stands for Manufacturer's Suggested Retail Price. That sounds very professional. If you want to be casual, you can just say "the whole amount." But full price remains the king of everyday conversation.