When I buy, I research first. Window shop so I at least know what I want. With wetsuits and dry suits, if I am going buy to buy online, I don’t try the the gear on in the shop and not buy from them. That is just skeevy. If they put the bug in my ear about a piece of gear, it is their business to lose. I may check the price online, but as long as it it isn’t crazy inappropriate, they get the sale. Part of the extra cost on gear in an LDS is the sales experience, the changing room. My experience is the shop may not be cheaper, but they are usually competitive. They have given me the DM discount because I am a regular diver and not a newbie that may never continue diving.
I will also ask them if they will do a cash discount (credit card companies offer recourse on big purchases, but they are getting a fee from the shop). On special orders, like my rock boots, I got them to agree to match the return policy I would have gotten on line (boots that don’t fit are of no use).
Don’t expect your LDS in Boston to match the online warehouse prices of a store in South Dakota, but give them the courtesy of competing. If they spend an hour giving you the ins and out of different computers, don’t go and buy it online because it was $50 cheaper. They earned your business, let them get paid. Over the ten years you will own the right piece of gear, the extra cost is nothing.
Keep in mind if an online shop is sell new gear at half the MSRP, they may be selling a gray market import and you might find that it doesn’t have a valid warranty. Or they are unloading returned items or reconditioned equipment.