Are you in the US?
Kinda related, but before my wife and I bought our bed/mattresses, we went into a few brick and mortar stores to see what we liked, and get a handle on prices.
It's crazy how much the markup is on that shit. Perhaps not so much the case with TVs, but if we'd have purchased from a physical store, we would have been looking at paying an extra 100-125% over what was available online.
My point being, the sales people were incredibly nice and receptive, until they even got the faintest whiff you weren't going to splash cash right at that minute. I get the game, but it was kinda jarring at the time.