I know a few people like that who will just come right out and ask prices. Not close relatives or friends where you have that kind of a rapport, but people I used to work with or go to church with.
I finally decided that rather than subtly just change the subject - I alternately tell them a very very low price or a very very high price. Just to f with them. Because I hate that too.
Yes, I'm lying in church!
I usually give the Dr. Evil "One million dollars!" If they don't take the hint it's "None of your business unless you are offering to pay for part of it."