Yeah, you have to buy in bulk to get a wholesale price. That's what those "club" stores are all about.
On top of that, most of us will only wholesale certain items. For instance, as far as our crafts go - I wholesale most of my glass, excepting sculptural work that I put more time into. I wholesale apron tops, purses, pouches (as in padded ones for pipes and crystals, etc.- this is a good way to get in with local head shops). But with items where we put an exeptional amount of effort into the design or materials, wholesale is usually out. Basically, I try to wholesale our more "production" type stuff, that we make assembly-line style - and reserve the more unique one-of-a-kind stuff for individual retail sales.