I can relate OP....for years I would have done the same as you and just paid due to embarrassment but then...I got more confident and began to query things.
It's fine...the assistant is usually more embrassed than you!
BUT just last month I got caught out and burned BIG time. There is a,local craft shop in my town with some really lovely toys and things.
DD had seen these dolls she loved...I had a look one day as I passed and the tag on the doll clearly said 40 dollars
It did seem cheap given the beauty of the handmade dolly but it wasn't large or anything so whatever....I just though that this was a cheap doll!
. DD had been very good about a tricky dental appointment so I said she could have this doll as a reward.
I took her to get it after school picked it off the shelf and took it to pay...DD bouncing beside me with happiness.
Handed it over and the assistant said "Thats' 140 dollars please"
40 dollars for the dress and 100 for the doll.
I had no choice but to pay....it was almost all the money I had in my wallet!
I did have some in the bank but God! 150 dollars! I managed not to blanch and just said "Thank you, here you are" and paid.
but the fucking doll knocks me sick when I see it to be honest because it was labelled deliberately like that. ONly the dress it wore was tagged and the actual doll had no label for price at all.
IF DD had not been with me and all excited NO way would I have paid AND I would have said something about misleading labels.
Well...they got my 140 dollars but lost my custom. So it's a bad way for shops to go about.