To be fair though, the whole thing is a case of supply and demand. The price will keep going up while people pay. It's a cornered market, as there is only one source of official merchandise, but ultimately it's demand-driven.
Simple thing is to only buy them a new shirt every 3-4 years, and wait for a nice one. There are enough people at WHL with shirts from other seasons, no one is pouring scorn on them. In my view there's no need for a new shirt every season, when it gets worn 20 or 30 times a year. Alternatively, just buy them in the end-of-season sale when you will pick up a home kit for half price. Then you are always wearing a recent shirt, just not the latest.
Simple thing is to only buy them a new shirt every 3-4 years, and wait for a nice one. There are enough people at WHL with shirts from other seasons, no one is pouring scorn on them. In my view there's no need for a new shirt every season, when it gets worn 20 or 30 times a year. Alternatively, just buy them in the end-of-season sale when you will pick up a home kit for half price. Then you are always wearing a recent shirt, just not the latest.