At my local gun shop, they do the haggling for me. I look at the gun, we talk about it for a while, he figures I'm interested, and says, "I could actually do that for X", which is less than what is marked on the tag. Occasionally there's a free box of ammo or maybe a deal on night sight installation or something along those lines. The last gun I bought there was on their annual "Customer Appreciation Day," where they sell all their guns for dealer cost (or maybe a couple bucks over, not sure).
I just figure these guys like to sell guns. They sell a lot of guns. I've certainly never felt cheated. They don't seem to be hurting for sales, as the shop is always busy. They don't seem to be hurting for money, since this store has been in town for many years.