I did BOTH! I bought my 46XBR2 from Circuit City, but price-matched J&R. In fact, CC price-matched the price I price-matched at Best Buy, which was LOWER than the J&R price w/o shipping. It got very exciting. So, get your best on-line price and then go to the local B&M and get them to price-match. And get your warranty through Sony Style. It's cheaper than CC or BB. I carried my TV home in the back of a Volvo station wagon, so shipping was not an issue for me.