Shoppers have said they are "outraged" after noticing face masks for sale in B&M for £49.99.
The box of 50 masks are currently on sale in several of the retailer's stores across Hull, which work out at around £1 per mask.
But shoppers say B&M are "cashing in" on coronavirus, and should be selling the masks individually, which would mean people would not have to fork out one penny short of £50.
One customer, who did not wish to be named, wanted to buy the face masks at the Sutton Fields store - until he was told the price.
He said: "One of the staff on the till even said it was appalling."
It comes as the NHS struggle with a shortage of personal protective equipment (PPE) including masks, overalls and gloves.
People have now began posting on the B&M Facebook page to express their outrage at the price of the masks.
One customer wrote: "Absolute disgrace these masks are roughly 25p each, and when the NHS are struggling to get hold of them."
One shopper who did not wish to be named saw the masks on sale at the Kingston Retail Park store.
He said: "It's outrageous, at the moment people want a face mask to go shopping in, but to get one they have to spend £50.
"They're just cashing in on coronavirus because they know people will pay it to protect themselves. Even the staff said it was ridiculous."
The emergency face masks box says a mask "helps prevent the spread of viruses." They are marketed as being good breathability, comfortable material and disposable. They can be found on the tills.
B&M has been considered as an essential retailer during the coronavirus pandemic, having over 650 stores across the UK.
Posting on their official social media a statement read: "Dear customers, B&M is open through the current crisis in line with Government guidance.
"We stock thousands of food & grocery lines, pet food, cleaning goods & toiletries as well as hardware essentials such as small kitchen appliances, light bulbs & batteries."
The retailer has said it has given a 10 per cent rise in wages to staff to "reflect the additional workload that the guidelines impose".
The retailer has introduced social distancing rules, with square areas taped to the ground outside for people to queue up in, and only a certain amount of people allowed into the store at any one time.
Posting on its Facebook page on April 3, the retailer said: "We've introduced some new safety measures to ensure that all of our colleagues are protected and customers can shop safely.
See how many coronavirus cases there are in your area
"Perspex screens for protection, for both checkout colleagues and shoppers, are on their way to all of our stores.
"All checkout colleagues have been provided disposable gloves. Our tills now accept up to £45 as contactless payment - and we encourage contactless if possible.
"And, finally, please continue to maintain social distancing rules when visiting our stores."
Hull Live contacted B&M for comment.