My main LGS is selling the Shield for $390 and has been since Day-1.
They usually don't drop their prices unless the manufacturer does.

You might see some dealers do a 'Teaser' for less and of course, the LEO Price (if they're doing it for the Shield) may be significantly less, but I'd be willing to speculate that just under $400, which is on par with the Ruger LC9, will be the average price once the initial Lust wears out.