I don't understand why some people expect to get discounts and deals from bike shops. Do you also expect to get discounts and deals at the grocery store? The gas station? Your favorite pizza shop? I go to the same local cafe every day, they knew my order before I walk in the door, they know my name, but do you think they give me a discount? Absolutely not.
If your bike shop gives you good service and good products at a fair price, I'd say you've got a good thing going. Like many have said, if the discount is your main criteria, buy online.