Exactly, shop around and use the pricematching. Where I live, there is an NTB, Sears Tire (ironically, as Sears owns NTB), Goodyear Tire, Just Tires (owned by Goodyear), STS Tire & Auto, and a Bridgestone/Firestone Tire Center all within 2 miles of each other. I bought tires for my truck last year. I got a price from each place, took the lowest one back to NTB and they beat it.
I did the same thing when I bought new tires for my grandmother's Saturn.