I shop in Gamestation, I could go online or to Tesco's (for example) and get games a little cheaper, but I prefer to pay the extra couple £'s and go to Gamestation... the reason?
The staff! My local Gamestation is great, I know the staff, we have great banter and whenever I go in, regardless of whether I'm purchasing or not, we have a quick game on the console they've got set up... and usually end up in some big debate over some game!
It's that reason why I shop there, I find it more appealing than buying online or at other stores!