We price match and I have done ONE since I have been here. ONE. Plus the customers save the sales tax. That means our customers save 6.5% minimum, 10% usually, and up to 25%. From Thanksgiving to Christmas, we had each week different calibers or manufacturers on sale for 10% off, bringing savings up to 1/3 off on some firearms. Also, one week, in addition to the 10% off, we were giving $200 gift cards for total firearms purchases over $1000. Then, when someone used a STAR card for the first time, the bill included yet another 10% discount.
So, let's run a little scenario: A customer buys a high-end gun for $1600 (we have models ranging from a $130 HiPoint up to $4000+ for some high-end AR15s). It is on sale for 10% off, $1440. He uses a virgin STAR card, saving another $144 when the bill comes in, $1296. We give him a $200 gift card on the spot, $1096. Now, had he purchased the firearm from another store, he would have paid the full $1600 plus 6.5% sales tax, $104, for a total of $1704. He saved $608 or over 1/3 of the price.
That example assumes that our price was the same as downtown. We almost always are significantly lower. And, we price-match, so he would have saved even more. Remember, out of hundreds of sales, I've price-matched ONCE, and it was like $30 because the local retailer had the gun on sale.
Folks, don't take my word or his for the prices. We encourage comparison shopping, because the customer will then buy from us. So, if you have Exchange privileges, check us out. Remember though, the biggest problem is going to be federal law: You must buy from an Exchange in the State in which you live. Active duty living in a State other than their permanent duty station may purchase in either State.