Originally Posted By Madcap72:
15% markup on guns, 30% on accessories is about "Normal".
The store I worked at was 29% (at or over MSRP for most guns) on guns and 40-60% on accessories, working on the "Sucker born every minute" price structure. It had started at 22%, then creeped to 29 during the Obama scare. Problem is, they never dropped price when the scare went away.
If you find a gun at a store for sale priced at the MSRP, you're getting gouged a fair amount.
That depends on the maker. Some put the MSRP fairly high, which then means that the buyer is eating a large chunk of Pittman Robertson, even if he buys the gun at a discount. Some other makers list an MSRP for their guns at 15 or 20%. Nighthawk, LWRC, and Les Baer are a few who publish a very low margin MSRP.
Regarding ammunition, expect around 30%. Optics and mounts run about the same. Cleaning kits and other stuff are marked up more.
Some asshole is going to start crying about the nerve of stores to seek a 30% margin on ammunition. They're making too much money. I refer these people to the gun department at The Salvation Army.