This probably will make you punche in your zip code but this is the adA link to the ad would have been nice.
I think it has to be by a combination of volume, loss leaders, and taking advantage of special sales like the Shot Show deals offered by manufacturers.
When Rural King has a "Sale" going, the firearms are normally priced at below my current dealer cost!
I doubt you can find a Charger for $193 at Bud's.Closest one in KY is 60 miles away in Shelbyville KY
Closest one in Ohio is 30 miles away in Hamilton OH.
Hamilton is closer, but I can't buy handguns in Ohio. Shelbyville KY at 60 miles, I could just drive 75 miles to Bud's in Lexington and probably get a better deal.
They need more stores around here.
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The prices there are more expensive than those on the sales flyer.Here's their dedicated gun site.
http://www.rkguns.com/specials.html