I bought a Ruger 10/22 and a Marlin 30-30 at my Wal-Mart in Cleburne. The Marlin was $349.99, and I got $30 back after the mail-in rebate to Marlin. I've noticed that a lot of the Wal-Marts closer in to the cities only sell ammo. If only Wal-Mart sold handguns somewhere! I guess I'll stick to checking Academy and the Fort Worth gun shows for deals. All the gun shops I've been to in the area are over-priced.
Try Military Gun Supply. They have some descent prices. If your looking for rifles, Dicks has deals sometimes. Academy is always good. Best bet I have found around here is to go to the gun show.