There are places to buy online, however, I'm not familiar with them. When I bought my Viking about 10 yrs ago, yes, I was able to haggle and get other 'stuff'. Lessons were included.
One thing the dealer did tell me at the time was that an online Viking purchase would void the warranty. Not sure if that is still true (or even was at the time) but they cam close to the online price so it was of no consequence. But be sure to check out warranty status with an online purchase.