Dixons Travel will price match Amazon (see here: http://www.dixonstravel.co.uk/price-checked.aspx ), so whilst the sticker price could be more than the web, if you take your smartphone along and check it yourself you should be able to walk away with a fairly decent deal. As Tobias says, some items will be better value than others (Apple stuff, for example, since they're incredibly strict on their RRPs).