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I was about to order a gun online, and decided to give a local dealer a shot at the sale. When I quoted the online retail price, the local guy told me that it must be a used gun, as it was less than his wholesale. That's a pretty weird business model.
I bought a new gun last weekend, paid $595 (full retail), see reports on the 'net of people getting them for $535, and if the retailer is making any money, then wholesale must be 10% less than that? So, mark-up, from dealer wholesale to full retail, would be more like 20%.
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