When I am in a brick and mortar store I always figure internet price +, and the plus is the problem. It is easily $50 to get a gun off the net to a store where you can do the FFL transfer. FFL transfer is $25 or more, usually more. Shipping is in the $20 range for something like Fed Ex. So if you are lucky you get internet price + $45. If the brick and mortar store comes in around $50-$100 more than net, it's not that bad really. You get to handle it, potentially ask questions of someone that nows what they are talking about (or at least you hope so), and you get to walk out the door with it.
So, $100 or less and it's not that bad in reality. It's just that most folks don't consider the extra cost or ordering it online for some reason. You start getting over $100 or multiple hundreds and it's probably best to look elsewhere.
Also take into account the clientele. If I had a shop in Fuquay, Smitthfield, or Zebulon I might have one price point. If I had a shop in Wake Forest, Brier Creek, or Cary it might be more simply because of the difference in clients. Part of the reason I get good deals at my LGS, usually at net or +$50-75, is because folks around here just can't afford a ridiculous mark up.