here in DC, most shops give discounts (5% on bikes/10% on accesories) if you belong to the local bike group (WABA in DC) and this is off any sale price as well....they even gave it on a custom build....some even have 30 day price guarantee as well. I've also gotten bottle cage as a "throw in" at the sale...when I asked what comes with it....that was $7.99 item. Generally, though prices in this area are pretty consistent with the lbs's....usually msrp