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Okay. Gimme a sec and I'll do some screen shots to see if it helps any. I'll edit it back into this post.

First click on the Shops tab up at the top, it will bring you to a screen like this:

Then when you click on one of the specific shop tabs you will get a screen like this (I went to the Salon for this example):

Once here, you can click on one of the items (the Basic Curly Cue Hair for this) which is where you will find the "Buy Now" button:

Where it says free in that picture is where you will find the price of the item. This process goes for any of the shops. The same placement of price goes when in the second image (i.e., where you see free there).