You alse need to realise that a shop price cannot be realistically be compared to an on-lione price - for the simple reason, selling on line doesn't incur the cost of staff, shop rental and other associated costs.
I think that is a BS argument for the most part (sure there are some online stores that operate that way - Both in Australia and overseas) but let's look at some of the big online sellers that we are all familiar with (and that most people would buy from).
They all have the same asssociated costs as a 'Bricks & Mortar' shop - Staff (from web to ordering to warehouse/packaging), Warehouse facilities, Plus overheads for all things web.
Wiggle http://www.wiggle.co.uk/h/option/About-Wiggle
Wiggle.co.uk started out as 'Butlers Cycles', a small independent bike shop in Portsmouth that had been trading since 1920. After an initial success of selling bike bits and various other items online Wiggle.co.uk was officially launched in 1999. From there we have grown and expanded to our current 45,000 sq foot warehouse where at any time we can be stocking over 250,000 products.
Evans Cycles http://www.evanscycles.com/help/about-evans-cycles
The first shop was originally known as F.W. Evans Cycles and was located on Kennington Road in south east London. Trading from this site for thirty years F.W Evans Cycles built up a strong reputation as a quality cycle shop and in particular building its own frames and bikes.
The business continued to prosper and soon out grew its original distribution centre in Leatherhead. In 2001 the head office and distribution centre re-located to a new 50,000 square feet unit in Gatwick, Sussex, which is still the company’s base (although this has now grown to 125,000 square feet). Has 40+ Stores with it's name.
CRC http://www.chainreactioncycles.com/Help.aspx?HelpTopicID=124
Chain Reaction Cycles was established in 1985 and has grown from a small family-owned bike shop to the world's biggest online store.
Main 100,000 square foot warehouse which houses 90,000 product IDs and where we ship to over 115 different countries around the world. Which has a showroom adjacent to it. CRC also has a 10,000sq ft Store
http://www.chainreactioncycles.com/Help.aspx?HelpTopicID=49
Jenson http://www.jensonusa.com/company/aboutus
From Trailhead sales to mail order to online
With over 20,000 items in stock, expert customer service, and a state-of-the-art 74,000 sq ft facility
Jenson USA operates two locations:
Corona, CA Superstore - Full service department for tune-ups, fork installs, and other labor, 200+ complete bikes on the floor, plus parts and accessories from today's best brands.
Riverside, CA Will-Call Window - Fast and easy access to thousands of items from our mail-order warehouse using a kiosk system.
TBSM http://tbsm.com.au/#
tbsm.com.au (The Bike Shed Mortdale) is a growing independent bicycle store located in Mortdale NSW, established in 1997.
our web store and our retail shop front are run out of separate locations.
In may cases on line sellers quite often don;t even carry stock - they are ordered in as required.
The same can be said for most LBS too. As they don't hold large volumes of stock in an array of sizes.