I've been buying dvd's online since my first dvd player---1999? It's just been within the past year that I've been buying more of them at my local Borders than online and that's due to the Borders Rewards club and the coupons that arrive in email. With the coupons the dvd's generally run the same price as the online etailer's price.

But, for the titles that Borders doesn't stock I will still order online. My favorite e-store is deepdiscount. They are generally even cheaper than Amazon and twice a year they have that 20% off sale.