First of all, if you have the option support you local shop.
I agree with this sometimes when outfitting an entire set up, gear and clothes they can discount you in addition to the sale price.
I have had luck with EVO and Dogfunk and one year I ended up buying a board at a super price at a Labor Day sale on-line
odd time of year but they advertised a Huge Labor Day Sale and I got a board like 75% off. Yes it was previous season but was a steal as I said.
I truly try to buy all my gear from my local guy and he will even do special order and call manufactures directly to get me something and he comes through 95% of the time.