The Full Price Paid by Shoppers

Puzzle 12 of Puppy Love Pack

Question is: The Full Price Paid by Shoppers

and the answer is: RETAIL

Word Meaning:

RETAIL — (business) The sale of goods directly to the consumer, encompassing the storefronts, mail-order, websites, etc., and the corporate mechanisms, branding, advertising, etc. that support them.

Definitions from Wiktionary.