I was a manager for Dixons Retail Group about a year and a half ago. I can tell you that The airport stores will be cheaper than amazon or the same price.

The policy of the travel stores is that they will match amazon or other online retailers and beat the difference by x amount.

They will never be more expensive than DSG high street. Also check with them for the package deals as they are usually prety good I got a D3100 DSLR for about $430 with class 10 card, camera care kit, nikon bag and a few other nick nacks.