The most important choice is picking the right shop. One that answers your questions and puts time into making sure you get the right bike in the right size. A shop that builds bikes correctly, trues the wheels, tunes them up, and takes care of you a month, or a year after the sale.
A $700 bike that is perfectly assembled, tuned, and with perfectly trued wheels is more enjoyable to ride than a $1,400 bike that is poorly assembled and tuned, with less than perfect wheels.
Visit the four or five shops closest to your home. Hang out, ask questions, listen to how they talk to people. Ask yourself "Which of these shops would be the most enjoyable place to spend a Saturday morning".
If people running a shop seem to just be selling products, they might as well be selling sweaters. Look for people with a passion for bikes and for cycling. A clue: a sign that says "we are closed this afternoon because we've gone riding".