Market price or slightly higher is fine for a store. if you want good deals you take the risk and either hunt in the wild and or buy from regular people online.
The more niche items get the closer or perhaps under market value it goes in terms of stores. With hyped items your probably paying a bit over market. still your paying for the experience and the warranty. if your finding really good deals at a store they messed up. which they sometimes do bigtime but this ain't the norm and it wouldn't keep them in business for the longterm.