Also, department stores provide virtually no service, while bike store salespeople can fit you properly and advise you where to ride and how to care for your bike. They also have in stock all the accessories to make your riding pleasurable. But don't lock yourself into a set price. By having a good idea of what you're willing to spend and being a little flexible as far as how high you can go, you'll be able to more easily target bikes in your price range and spot the better deals. Some bike shops discount prices, others throw in goodies such as helmets, tires, gloves, a jersey or T-shirt, free maintenance for a year, magazine subscriptions, water bottles, or any combination of things.
Quality of service is another thing to consider.
Many times you won't think of all the questions you want to ask the first time into the shop, so make a couple of visits. Check into a few shops as well. It will give you a better idea of who really wants your business. While most department stores won't let you test a bike, virtually all quality bicycle shops will allow you to ride a bike around the neighborhood. Bike stores will also give you a better selection of bikes and sizes, and will be able to adjust the bike for you before you ride.