I have been using Zyrtec for years. As an HSA Member it has cost me over $800 per year even when I aggressively price shop and buy mail order.
This week, the new OTC version comes out. Pricing is in the $20-25 range for a 30 pill bottle of the 10mg formulation. This is roughly a quarter of the cost I would have paid previously.
CVS has a private-label version (generic name is Cetirizine) and told me it will be on shelves January 24.
Drugstore.com has a page for it where you can pre-order, although they say will be available on January 27.
I hope this is helpful for some of you.