The article examines retail price variation in Hungary across a range of milk products. The results show the majority of products have regular prices and most of the deviations from them are in an upward direction. Significant differences of price distribution are found between products. Bargain sales are infrequent for most products and their role in annual price variation limited. The results do not confirm that durable goods should display a qualitatively different pricing pattern than less durable goods. Although existing models of retail sales yield predictions consistent with some aspects of the retail pricing distributions, all of these models fail to explain other important aspects of retail pricing that are identified here.