I'd buy local as well. Its always my first choice.
My local shop is pretty good, If I find a price on-line that he can match, he will sell at that price. He also knows that I will buy optics, rings, Mags & ammo. There has been 2 occasions where he couldn't get down that far, but he was within $40 so I bought it there anyway (shipping etc. etc. and I took it home that day instead of having to wait 2 weeks+)..... Call it good will or whatever.
He wants my business & I understand he can't buy at the same volume as others so his prices may not be that good in comparisson.
The last 10/22 I bought (8 weeks ago) was a bone stock model with an 18 1/2" barrel etc. My local guy knew that I was looking for a used one for a project, under $200 was my price point. I found a Web site from a guy in norhtern SK selling his last old stock NIB 10/22 for $189. (his prices are up with everybody else now) My local store was $319, So I went to him and asked if he could come close and he told me to order it. So I did.
I try to order from my local guy as much as possible, I want to keep him around...... Support your local Sherrif as it were. When I got the 10/22 I still went to my local guy and bought/ordered all aftermarket stuff I wanted (and ammo) so he still gets a sale.
As to where to buy on-line if you don't have a local store..... look at the banner at the top, if no one there has what you want try Cabelas (or worst case senerio) try WSS.
Cheers