Sporting goods store
Your average sporting goods store that sells firearms is usually not your best source for selection or pricing, but there are exceptions to the rule. They do, however, usually have the best prices on small quantities of ammunition. They also can be a source for decent middle quality survival equipment and multi-use items. For example, you may find that a particular brand of golf club bag makes a great multiple gun case or they happen to have decent deals on scopes and binoculars. Sporting goods stores generally have monthly sales where you can get the better deals and it is usually an easy matter to get a friendly clerk to tell you exactly when those sales will take place. Expect the clerks to be a tad on the ignorant side regarding gun laws and regulations. They tend to be underpaid and under qualified, but eager to help you if they can. These places usually have good deals on knives.
One well known West Coast Chain is Big-5 sports. They generally limit their stock to "sporting use" firearms and older "collector quality" military rifles. Their sporting guns tend to be politically correct rifles and shotguns. They do not sell handguns. Of some interest will be the sale prices, which are often lower than those offered to gun dealers through large distributors. Big-5 tends to have some guns on sale at one time or another. Since their stock is somewhat limited, these sales tend to rotate on about a six month cycle. These sales tend to focus on major brand rifles and shotguns like Winchester, Remington, Mossberg and sometimes Ruger. Of these, the most common in stock are those on the lower end of the price and feature spectrum. Watch for their ads and stop by the store from time to time to track the best buys.
A savvy shopper can frequently get a manager to apply a recently outgoing or soon to be advertised sale price to a purchase. If not, he or she can be easily convinced to tell you when a sale might be coming up, as they are often aware of the sale schedule rotation. Bribery and friendliness can also go a long way with discounts for slightly damaged merchandise like a ding in the stock that does not affect function. Even the managers at these stores are not particularly well paid, so it usually is fairly easy to work some sympathy on price as long at it is within reason.
One thing I have noticed about a lot of sporting good stores in urban areas is that they don't always carry ammo in military calibers. They usually have decent stocks of .22 lr and 12g shotgun ammo, but they do not always have .223 or .308 ammo. They usually have .243 and .270 caliber hunting ammo. These calibers are not particularly common outside the US and Canada in any volume, but they can almost always be found at local sporting goods stores that sell ammo.
Depending on your budget, it may be an issue as to which caliber have your rifle. If the local sporting goods store is your only source of ammo, then you may want to check with them to see what they normally stock before you buy.