I used to own a gun shop - note the use of past tense. Dealer discount on guns ranged from 10-20% off list price, varying with make and, sometimes, model. Practically no profit margin, and a LOT of money tied up in slow moving stock. New S&W, Colt, and other quality guns were only available through distributors, and I used distributors all over the country, as the local distributors played games, including requiring purchase of hundreds of dollars of stuff you couldn't sell in a hundred years in order to get one desirable gun. Now, wit internet sales by distributors, a small gun shop just can't make overhead on new gun sales.