I managed retail stores before I went back to school to learn my current trade. Seasonal retail outlets, golf, fishing, skiing, diving, usually see better retail sale in the period just before their season opens. When it comes to Christmas, they see an increase in the general purchases (small gift type items usually less than $200.00 per purchase) but the volume is high.
Given the nature of the OP's complaint against higher end gear that has a set pricing window from the manufacturer, I doubt that a Christmas rush would add much to the LDS bottom line, in the way of volume purchases of high end gear. This type of gear is typically a very personal purchase; one that the average diver would generally rather do for themselves.
Now I know it's not the best solution, but if one wanted to be creative, one could make some deals happen. For example, I have purchased, from online suppliers, some equipment at slightly more than cost but lower than retail. Now I realize the margin is not great but it beats nothing.
For example I purchased some overstock item from a manufacturer for 35.00 CDN but according to my sources (two LDs owners) the local distributor for these same units has a wholesale at 60.00 CDN and MSRP at 120.00 CDN. When I asked the vendor what their inventory was they told me they could send me 100 units at an even bigger discount. All one would have to do is find a half dozen or so deals like this throughout the year and there's some Christmas flyer specials. It's not sexy, but I might make a difference.
In the retail world of Wal-Mart and Costco, with manufacturers and wholesalers taking their wares to the Internet for direct sales, and liquidators do so as well, the local retail outlet cannot rely just on manufacturer swag, spiffs, and discounts. The local retailer has to be more creative in the way they approach their merchandise purchasing and advertising.