Yes, they can. Particularly if the product you want to purchase is in extremely high demand. In this instance, the retailer will most likely want to up-margin their price above the MSRP to increase their profits. For example, you want to purchase a vehicle of a highly anticipated new model with top new technological features. Realistically, this vehicle will be in high demand so it would not make sense for a dealer to offer this vehicle at a price lower than the MSRP. If you dont purchase it for the MSRP (or above MSRP) then there will definitely be another client waiting to do just that. Remember, the MSRP is merely the recommended price, not the maximal price.