An electric toothbrush costs $72, including a 20% price markup. What was the cost for the store to purchase the electric toothbrush?

Let X be the cost for the store to purchase the electric toothbrush.

The markup price is X + X * 20% = 72 dollars.
Thus, the cost for the store to purchase the electric toothbrush is X = 72 / (1 + 20%) = $<<72/(1+20/100)=60>>60. Answer: \boxed{60}.