Am I being cheeky?

[gilesjuk]

You can ask, if you don't get any reduction then it's up to you if you buy or not.

If this is a local bike shop you value and find useful then it can be worth paying a small premium. You also get the goods straight away with no hassle with couriers etc..

Of course, if the shop owner has a really expensive flashy car then you may think they're making enough money already

[fivebikes]

At a risk of appearing to go off topic....

It's like buying milk from the mlkman rather than Tesco or similar. You pay a bit more but for that it is delivered to your door and you are keeping someone in employment. Of course, this option is only possible if such facilities exist and you're not counting every penny. If so supermarkets, and returning to topic, Wiggle win. There are some LBSs that probably keep going because they offer good deals on mail order or online buying, Spa for example or Byercycles. So you might choose them rather than Wiggle and keep someone else's LBS in business! Complicated times!!

Cheers!