New bikes are not high margin items like clothing, bottle cages, tubes, etc. but there is margin in them. A bicycle shop makes their bread and butter money on service. That said, you can absolutely get a good deal on a new bike, and you don't have to wait until the next year's models to come out, although it's a lot easier that way. Don't be stuck on a certain make or model in a certain color. Ride a few bikes from different shops. Let the owners know that you want a package deal. Don't play them off of each other, just make mental notes about the pros and cons of each bike, shop, and price, then choose the best deal for you. For me it came down to a 2009 Kestrel or the 2010 Felt. The Kestrel had a better group and was lighter but I liked the ride of the Felt better. I wound up with about 25% off but I bought the bike, pedals, accessories, and soon, shoes. Good luck.