Believe it. When I worked in a shop 20% on new guns was normal. Gun shops don't make money selling guns. They sell guns to get people in the store to buy things with higher profit margins, like clothing and accessories.The average smuck, such as myself, will find that hard to believe. A "Mom & Pop" gun shop, 3-5 employees counting Mom and Pop, would have to sell 10 guns a day just to keep the doors open. Never mind they have another building called a home, and a whole 'nuther set of utility bills.