It really depends on where you are located, and the guns shops you have local to you. Where I am there are probably 10 gun shops within a 30 minute ride. Problem is they don't carry a big stock of ammo, and NONE will haggle on any prices but used guns. When the people who WORK THERE tell me "Hey check out this website for ammo, it's A LOT cheaper"...well there you go.
They are making money hand over fist here, and their prices show that.
I've had my eye on a certain handgun for a good bit. I talk to this guy at the shop probably once a month when I stop by. Back in like May / June we negotiated a price. He told me the next one he got in equipped like I wanted, he'd call. So months pass. I honestly forget about until last month. I run into a friend who just bought the EXACT gun I wanted. He told me what he paid, and he bought at the place I frequent. I went in and asked about it. The guy (who I have known for YEARS and send TONS of business his way) told me at first they hadn't got one in like I wanted. When I called him on that...
He told me he'd get me one "Special Ordered". When it came to price, it was right at $100 HIGHER than we agreed upon a few months ago. Same gun. Nothing has changed. When I asked why the price hike, he told me the price with the manufacturer had gone up...I had already checked that...NOPE.
I'll stick to online thanks.