I wouldnt be surprised if they were up to 50% less than retail. A lot depends store to store. Usually the small stores dont get the markup % because of the small sales volume (ex: walmart might have a 150% markup because they buy 100,000 scopes factory direct, your guy might get a 50% markup because he (1) buys from a dealer and not the factory and (2) he buys 2-3 or less at a time.)

A 50% discount is usually a 100% markup.

I dont know about the scopes you referenced, but if they are at 30-40%, sounds like a good buy.