As a business owner. We have several schedules for marking up the products we sell. Some small bits that we are able to buy right, we double the price we bought it for, and that's our sell it for.
Some big ticket items we sell, we only make a 20% gross margin.
Everything else falls in between those extremes. As the price we pay for materials goes up, so does our retail price. This leads to a situation where our gross profits look great, but due to a rise in inflation our costs go up. "Keeping the lights on."
A business owner has to due their best to maintain their margins when costs are high just to stay in business. When we have product on the shelf we bought at an inflated price, we try to keep the price up to make our intended margin in tack until we sell the bulk of it. Then if we buy the same at a lesser price, we may pass the decrease on to our customers, or it may go into a different schedule, and we will maintain the retail price.
With volume discounts, seasonal special, sales,..... it's easy to lose money when you're in business. It's hard to maintain margins and keep up on profits.
Those who bitch about "Big Oil" profits just can't seem to get their arms around the idea that if I buy something at a quantity for a price, I need to sell the same at a price plus a margin to stay in business.
I'm fortunate not to have to answer to shareholders that consistently want a profit, but as a shareholder in other businesses, I expect a profit.