FrankenMauser mentioned that there is always room for haggling. Is this something that you can really do at local gun stores? What about if you want to buy more than one gun? Are they more likely to give you discounts then?
Unless it's the "latest and greatest" and in high demand... there's always room to haggle.
Always keep one thing in mind, though: Gun shops with reasonable prices are not making much (if anything) on firearms. They make their money on ammunition, optics, accessories, and services (like gunsmithing, scope mounting, and firearm transfers).
So, don't try to lowball them too much on firearms. But, do keep in mind that they may have only paid $12 for their $25 box of ammunition. So, throwing in 2 boxes of ammunition may be more appealing to them than coming down $25 on the price of the firearm.
I've never purchased more than one firearm at the same time. So, I've never had a chance to try that one. My father, however, has a tendency to buy "His and Hers" firearms in matched pairs. So, he has done it a fair number of times. Colt Mustangs, Marlin Model 60s, Henry lever actions, Colt HBars, and more... Sometimes he gets a good deal. Sometimes they simply say, "No."
Even if it is the 'latest and greatest', it doesn't hurt to ask. When the Browning Buckmark Rifles were first released, I happened to be in my favorite LGS, looking for an all-around big game rifle. When they unboxed the very first Buckmark Rifle they had received (and the first any of us had seen), I asked to handle it.
It was fantastic. I wanted it. It had to be mine.
They quoted me a reasonable price for something that was so new, and anticipated to be a hot seller. But, I asked them to give me a hefty discount on a red dot scope. They hemmed and hawed, and we went back and forth a bit. But...
In the end, I walked out the door with the rifle and a $150 red dot for $70 over their original asking price, and a brick of .22 LR discounted 25%.
It probably didn't hurt that I was a regular customer that had purchased several rifles and a substantial amount of ammunition and reloading supplies from them in the year prior. But, I never would have gotten them to make the deal, if I hadn't asked.