Wouldn't surprise me whatsoever given the buying-in-bulk advantages of the big box stores that they could offer sales prices routinely compared to local vendors. But they don't, preferring to hang on to the MSRP. In these days of smart phones, comparative shopping is the norm. Used be a dog-eared Gun Trader's Guide that got the d*I*c*k*erin' going.
Overall, it has also been my experience based on a great part as to who the local vendor was, that the locals knew more about their product and the laws pertaining to compared to their big box counterpart. Then to, if there was a problem, when dealing with a local, more than likely you were talking to the guy who was going to fix it.
Sorry I missed the gun show in the Shoals at the fairground last weekend. We had rabbit races at the farm.