@AllWings:
Do you have something to back up your assertion that Brick and Mortar buyers are rare?
Or that people buy the majority online where its cheap? (Where, at least for quite a few outside of the US, it isn't.)
I don't have any empirical numbers or anything, and I'm speaking exclusively about the US Market where online stores like CSI and MM have historically sold at 50-66% of MSRP and offer free and immediate shipping.
For the past ten years two of my best friends have owned their own game stores and seem to have a decent sense of the industry. This is a view that they seem to believe: most US Armada/X-Wing sales are from online stores rather than brick-n-mortar shops.
It was also part of the announcement when FFG and Asmodee merged. If I recall, as part of the announcement FFG explicitly stated that they would be working to help prevent online retailers from so severely undercutting local stores, since FFG sees those local stores as providing for a lot of unrewarded but essential services for the community: playing space, tournament hosting, player meet-up, etc. The overwhelming outcry on these forums was players worrying about how much more they'd have to expect to pay on their CoolStuff and MM orders. Both their motivation and the forum outcry seems to suggest to me that a substantial amount of product is purchased directly online.
Also, anecdotally, most players I know buy the majority of their collections online to save money while only purchasing a few, if any, ships at a local store.
The only real way to get an answer would be to have an order manifest from the US distributors to see how many go to small local shops and how many go to online mega retailers..


