If the currency symbol will always be there, just use substring:
var priceNum = parseFloat(price.substring(1));
If it may or may not be there, you could use replace to remove it:
var priceNum = parseFloat(price.replace(/£/g, ""));
Beware that parseFloat("") is 0. If you don't want 0 for an empty input string, you'll need to handle that. This answer has a rundown of the various way to convert strings to numbers in JavaScript and what they do in various situations.
Side note: Using JavaScript's standard numbers for currency information is generally not best practice, because if things like the classic 0.1 + 0.2 issue (the result is 0.30000000000000004, not 0.3). There are various libraries to help, and BigInt is coming to JavaScript as well (it's a Stage 3 proposal at the moment, currently shipping in Chrome). BigInt is useful because you can use multiples of your basic currency (for instance, * 100 for pounds and pence).