I mean, I'd LIKE to support local gun stores but like y'all dudes said, the owners oftentimes get carried away with retail mark-up.
The one thing online retailers can't do though, is offer a good consignment section. The one over at Adlebridge here in town sometimes has some pretty l337 stuff; I understand the store itself doesn't dictate the price but it still provides the venue, which is convenient, and unlike some online retailers, they also offer layaway.
Maybe Gander Mountain just had an insane consignment policy.... Either that or they saw the writing on the financial wall and made the crappiest business decision in the world by trying to get people to buy them out of the hole by over pricing everything and hoping nobody would notice.