Target was selling a one speed Schwinn beach cruiser for around $150. Some bikes shops in my area sell similar beach cruisers for $160 to $175, so the Target "discount" was not significant.

And this is EXACTLY the type of bike Target should sell. When the bike comes out of the box, all the clerk needs to do is put on the front wheel, and maybe the handlebars. Put in air. Ready to go. If discount stores would sell sturdy one speed bikes, with coaster brakes, and NO other bike, they would be doing their customers a real favor. But, Target customers are also buying "dual suspension" bikes put together by a guy whose "regular" job is unpacking boxes. Very scary.

Even with a one speed beach cruiser, a good bike shop will check to see if the wheel truing needed a "touch up", or if the wheel bearings need adjustment, or check whether the factory forgot to put grease in the head-set. And, a bike shop will take care of any problems that come up after a few weeks or months of riding. Valuable services that are well worth paying an extra $50 or so.