The term 'FULL PRICE' can be defined as the amount of money that is charged for a product or service without any discounts or promotions applied. The crossword solution for this term is 'RETAIL', which is the sale of goods or services to the public in small quantities for use or consumption rather than for resale. Retailers are the ones who sell products and services directly to the consumer, and they usually charge the full price for their goods and services.