The thing is since they are a big box store they are able to purchase more for the same product and give a lower price. Just like when you purchase something on line, you often get it at a discount if you by more of the same. The difference is, if you purchase your machine from a reputable sewing dealer, you are more likely to get better service. Otherwise often you will be instructed to return the machine to the manufacturer for any repairs or your money back. I purchased my Singer from the Singer Rep here in my town. If it needs repair, I will take it to them, if I myself or DH are unable to fix it ourselves. The quality is the same the service is not. I have seen the same machines in Walmart that I have seen in lqs. Not all but some.