B&M always gets first shot at my money. This is true for vaping and my other hobbies (golf being the big one).
I expect a markup due to overhead. I also expect that markup to be reasonable. When it's not, and they won't deal, I buy online.
There are two shops I regularly visit. One is a "high end" shop. Markup is huge. Juice prices are reasonable and I used to buy quite a bit there. They have had supply issues for quite some time now, however, and I've since moved to DIY. On my last visit an employee asked what I've been vaping lately. When I said it was my own recipe he said "Oh, you're one of those guys".
The other shop always asks what the product I'm looking at is going for online and will say "how about..." and give a price with a reasonable markup. When common MVP2 prices were $40-$55 theirs was $75. They sold my wife one for $55. That's reasonable.
They sell kanthal by the foot. It's significantly more than buying a 100' spool online for $5, but significantly less than the $5 for 3' the other shop charges.
That said, I bought my Sigelei 100w and last three RDA's online because they didn't carry what I wanted.