Retail Ammo prices: Gander vs. WMart vs. ?

I was in Gander Mountain in H'burg today and they had the Federal "Champion" .45 ACP FMJ 50rd box for $27.97 ! Same stuff in WMart for $18.99 IIRC, will check tomorrow. HUGE difference in price on all the generic FMJ ammunition, Rem UMC, Winchester white box, etc. especially the bulk packs of 100 or 250. I asked the young fellow working there if they matched prices, he said they would, but didn't seem to know what "proof" I would have to show to get the lower price. He was nice and all but . . . that's a very substantial difference. Is this a sign of things to come or is Gander just price gouging? Even the TULA was higher than WMart.

I was surprised. I mean 50% or more higher on the same stuff my local ChinaMart - er, that is, WalMart asks for the same exact bulk stuff.