Firstly, the dealer needs a margin to say in business.
Secondly - Cheapest price is not always the best deal. Find a dealer that you know and trust to give you the best advice. Don't grudge him an extra few quid if you are getting good service.
Lastly - 50% is waaaay off the mark. Dealer margins have changed markedly over the years, I have a close family relation who is a RFD and bought a new shotgun from him at "cost" 25 years odd years ago - discount was close on 30%. I bought another new gun earlier this year on the same basis and discount wasn't much more than 10%.
Secondly - Cheapest price is not always the best deal. Find a dealer that you know and trust to give you the best advice. Don't grudge him an extra few quid if you are getting good service.
Lastly - 50% is waaaay off the mark. Dealer margins have changed markedly over the years, I have a close family relation who is a RFD and bought a new shotgun from him at "cost" 25 years odd years ago - discount was close on 30%. I bought another new gun earlier this year on the same basis and discount wasn't much more than 10%.