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I don't think sticker price comes into play as much online. If you buy enough online, you get accustom to going through the purchasing process due to the additional price of shipping.

If B&N is calculating "Shipping + Tax" while Amazon is just calculating "Shipping" there will be a slight difference in price. And why not go with the cheapest?



I don't think sticker price comes into play as much online.

Maybe so, but go look at sticker prices of Amazon vs BN. I bet 9 out of 10 times, if not more, Amazon is cheaper at the sticker price level.




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