you guys are all neglecting the single most lucrative part to gun store profits besides ammo & gear....USED guns.
In most cases they offer HALF at best for trade-ins....which they turn around and put a sticker on it thats marked up about 25% or more in some cases. Most times I am there...they make front and back door profits on a transaction where a person is trading a used gun and purchasing a new (or used) one at the same time. And right now LGSs are busier than ever before.
*EDIT* Joe's post above nailed it ^