I will ALWAYS do my best to beat online competitors prices. Most of the time, it's easily done. Sometimes, just because some place has soandsohotassgun for $50 less than I do, but it is out of stock and has no clue when he's going to get more, means my price stays the same. I have the gun, he doesnt. It's really easy to beat everyones price on a gun you dont have.
By far the hardest to beat on some things is Buds, but only on select items that they bought a crapload of when it was on sale/clearance. However, sometimes its easier just to take the $25, than make $10 beating their price .
There are some exceptions, such as say a new gun hitting the market that everyone wants, and some place has it $20 less than I do. In that case, $20 isnt gouging on a hot gun - just our normal mark up. If soandso has it less and has it in stock, be my guest, I make $25. Chances are the next guy that walks through the door will buy mine. Everyone wins!