There is a shop an hour from me that sells the istick 100 watt for a mere 50$... I honestly think they could charge 60$ and that would still be a reasonable mark up. I understand overhead... I do not accept outrageous price gouging.
This is related to how my one local vape shop loses my sales routinely.
They do have a great taster setup, multiple iStick 40s, large supply of disposable drip tips, and a rack of Nautilus tanks with every juice they have in stock, so they swap the tank, you insert your personal tester drip tip, and test away; no horror story there. The employees are generally friendly and knowledgeable enough, but their hardware prices, ugh. At least 70%-80% over online prices. My usual exchange with is a call/message to ask if they have X in stock and, if so, how much... thank you for your time. Now, let me go order the exact same thing along with wire, drip tips, batteries, etc. for *less* than they just quoted me. And I don't have to make a 15 minute drive (and back again), someone will stick it in my mailbox within the next week.
In the abstract, would love to support them more, it's a reasonably well run operation and, as this thread shows, that is by no means the norm

, but since I started DIYing haven't bought juice since early August (which was the last time I had any reason to set foot in the shop).
It just seems as though they don't understand the shaving razor model. Yes, they have overhead. Yes, they can't reasonably buy 100+ pieces of every piece of gear out there. However, when the overwhelming majority of revenue is from juice, which is marked up to the sky just about everywhere so the consumer accepts it, why would you ever want to push your customers online? Sell the hardware for a reasonable mark up and you create more repeat juice customers, which is where the majority of profit comes from to begin with. Send a new vaper searching online because they can't really believe product X costs $75 where they find it for $40 and you risk never seeing that customer again.