I also feel that way about local gun shops. Their pricing does have to be fair however. That doesn't mean they beat or match the online pricing for new guns.
I also realize that a 30% markup does not mean a 30% profit.
Most people that buy a handgun and find a holster they like at the same gun shop will pay the asking price on the holster just like they would at Walmart. The price is the price; No questions asked. Ammunition may be a different story depending on how frequently you buy.