Catalogs I've received do not show wholesale price.
Alpha catalogs (physical) are Double the case price.....if u utilize their feature that creates a website for you, you can adjust price percentage mark ups based on your criteria..For the catalog if the item cost you $5. The catalog markup might be Double (100%) case price ($10) but you want to markup 50% ($7.50)....when showing your catalog u can offer 25% off catalog price. 25% off $10 is $2.50 which equal $7.50Here is one from Alpha Broder For example, and San Mar was similar
The prices seem to be higher than wholesale, so possibly retail.