the only gunshop here is owned by a thief.
...he charged me full msrp for my 22/45.
Since when is charging MSRP (manufacturer's suggested retail price) theft? No, he's not a thief, he's just made a business decision and will have to live with it. If he's still in business, he's obviously doing something right.
He told me he makes 10% on all his gun sales up to a certain point and then its just a flat fee.
I've learned that people in general are cheap and why not? We all want the most product for as little as we can get away with. What you've listed here is why most people see local gun stores as priced too high or, as some say, crooks. The problem with the whole "I'm ok with 10% or 15% over cost" concept is that any gun store will go out of business in a month that way. If this store really is only making 10% over cost on guns, he either sells a lot of ammo and accessories or he has a second job.
Let's do some math:
A dealer sells only guns and charges 10% over cost. Just for sake of argument, let's say a dealer can get an M&P Shield from S&W for $250. At 10% the retail price would be $275 or the dealer makes $25 on the sale.
If this is an average size gun store, it's likely they won't sell more than 2 or three guns a day. But for this discussion, let's say they sell 10 a day and they're open 6 days a week. That's $1,500 per week or $6k/month they make on gun sales.
Now $6K/month might sound great, but that's gross income. Absolutely no one works 10hours/day 6 days a week so, you'll need an employee or two and they probably want to be paid. At $8/hr, that's $480/week or $1,920/month for just one employee. You're down to $4,080/month.
You have to include rent/mortgage and utilities. Around here you can't touch a retail space for less than $1,500/month rent. Utilities will also run around $1K/month. This brings down the income from guns to $1,580/month and we haven't included insurance, worker's comp and sundry other fees necessary to run any kind of business. Did you notice that you're now making less than your lowest paid employee?
Now remember, to bring in this whopping $1,500/month salary, you have to sell 10 guns every day which you won't do.
So, yeah, we expect gun stores to sell guns for just a tiny bit of mark up. All of them would go out of business the first month if it weren't for selling ammo and accessories. And yeah, they mark up those accessories 100% or more.