We have a lot of B&M shops in my area, too many IMO. Vaping is pretty big here. But the good ones seem to have wised up to the fact that if they want to stick around, they aren't going to do it by charging crazy prices for hardware, over and above what the online vendors are charging. Several local shops have brought their prices more in line. You will pay sales tax, but you'll save on shipping.
Juice is another story. The real money is in juice sales. 100% markup is pretty standard; and there are a lot of Vapers, even the hobbyists, who won't bother with DIYing. Another trend I'm seeing lately is prewrapped coils; claptons, fused claptons, etc. Ridiculous prices being charged, for a few pennies worth of wire.
It reminds me of computer printers, where they'll practically give printers away, in order to sell ink cartridges.
Yep, some are wising up but a lot are still trying to gouge the customer, shame. Local B&M I hang out at do charge a premium for some of the gear they sell, some about the same as online. They don't focus on the gear, they'd have to take a big loss if they tried to compete with online Vendors. So they basically focus on good first time newbie kits for the new Vapers. They have a limited selection of some things like the Griffin, Cleito, Crown I, and a couple other RDA's. Again those are good for transition gear towards the builder world. They have a large selection of house juice that is very good, fair price and that's where their profit is at. Since they were the ones who got me into Vaping and also helped me transition to the Rabbit Hole I like the hang out there. I buy some gear there, very little though but I get a lot of juice there just so I can support them. They have things like a great lounge with projector TV, couches, a build station so you can do your own builds. They also provide free Cotton Bacon, Rayon and Kanthal wire. A lot of us hang there help each other out especially since they can no longer do builds or teach how to build so a lot of us customers who can help do to pass on the knowledge.
I support the shop for the following reasons
1. They sold me my first Vape and showed me how to use and maintain. They don't focus on the latest gear for profit but what will work for you (employees aren't on commission)
2. They taught me how to build on my first RDA there
3. They taught me how to make Claptons
4. Their main focus is to get people off the Stinkies
5. Excellent place to meet and network with fellow Vapors
These reasons are why they are doing well and are supported, even though you can buy pretty much everything they sell you can get cheaper online.
As for the price of Coils, yeah basic coils are simple to make and cheap. But when you get into the higher end like anything above fused Clapton's with the complex coils made with ribbonwire, alien, stapled, spaced clapton, etc. there is a significant amount of labor involved. Those who expect to get a pair of quality hand made framed, stapled, corrugated, etc. coils for $10 or less are being ridiculous. Quality hand made Fused Clapton's for $10 a pair that's fair, anymore is too much and gouging IMO.