Most stores really don't make much of a profit on things like TVs. The place I worked, maybe 5%-10% profit on a tv. The real money is in getting the customer to buy accessories for the high dollar items that they are actually making a profit on. i.e. "Now that you're getting this TV, let me show you this surround sound system, speaker stands, wall mounts, etc. etc. etc. And would you like to sign up for the two year service plan?"
So in a nutshell, at cost is nice, depending on where you can get it from and what kind of a discount the retailer got on it, which usually depends on how many units they purchased for resale. Otherwise, the best way to save money is to be patient. Once new models come in, floor/display space becomes a valuable commodity, and that's where the prices really drop. I purchased the TV I've got right now for $450 before tax. At the time I couldn't find it anywhere, including on the internet for less than $700 before shipping. The store was selling it at a loss to free up space for more tvs that are now sitting on the shelf.
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I've got the love of my life and a job that I enjoy most of the time. Life is good.
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