I guess I'm pretty lucky. I live in South Dakota, and, as you can imagine,many if not most households have a few guns. Even Walmart is kind enough to hire knowledgeable people to work the sporting goods counter. ASide from Walmart, there are 3 more gun dealers in town.... Dakotamart, which is kind of an "all in one" store...they sell guns, groceries, have a credit union, a pharmacy, a clothing department, etc...but the sporting goods department is large, with a great selection of all things guns and ammo. Prices aaren't amazing, but fair usually. Then we have our newest gun dealer, which is Runnings Farm and Fleet....again, knowledgeable people, with a good selection, and IMO, prices that often seem untouchable by others. For example, I spent $200 for a NIB S&W Sigma....It was marked at $300, but they were offering a $50 gift card with every gun, and when combined with the factory rebate, the price was so unreal I was chomping at the bit to get it bought. Finally, we have what is my favorite shop, Teton River TRraders, offering not only sales, but reputable gunsmithing at reasonable rates. Prices are higher, but negotiable. Owner is a great guy, who amazingly has a knack for remembering names....In all honesty, I've been stopping at this shop on and off since I was 12 or so.(31 now)...and whether its been one week or 3-4 years since I've crossed the threshold, I get called by name the minute I walk in the door. THAT ALONE makes the shop stand out far and away above the others. The customer service is superb in every way possible, and even though I'm more of a lurker and looker than a buyer, he has no problem letting me fondle every gun in the case, and can answer damn near every question I throw at him, or will find it out for me. If I can get service like that, I honestly don't mind spending a few more dollars than I might elsewhere. The atmosphere, the friendliness, the overall attitude sells the place IMO. I have a variety of places that all offer decent selections and reasonable prices, but its the little things that seperate the shops that excel from those the merely survive