@Espion: totally normal! Helps establish supply.
As for the pain, some soreness is normal...I would use lots and lots of nipple cream (I liked mother love because its easier to spread than lanolin) and express some milk to put on your nipples and let them air dry. It will get better!!!
Are your nipples looking the same when they come out of his mouth as when thy go in? Or are they looking like new tubes of lipstick?