Internet "shops" are surfacing like worms after a spring rain. Some are good, but none can even come CLOSE to a brick and mortar shop. The knowledgeable brick and mortar dealer tends to be or have been a working pro. He will work WITH you on the effect you have bought. He will suggest alternatives to a handling in a book that is vexing you. What's more, the opportunity for further EDUCATION in a brick and mortar shop is priceless.

When you find the right handful of dealers, you have attained magic nirvana. I have found this in the following:

Denny and Lee in Baltimore and Las Vegas
IllusionsMagic in Cleveland
The Cuckoos Nest in Pittsburgh
Magic, Inc. in Chicago
Viking Magic in Texas
John Blake's East Coast Magic in State College, PA (John is now strictly internet, but he maintains the attitude of the brick and mortar dealer)

Having said this, there ARE a few online dealers that in my opinion are excellent.

Hermetic Press
H&R Magic Books
L&L Publishing
Leaping Lizards
Martin Breese International
Kaufman and Company
The Magic Depot, Texas (online AND brick and mortar. Aaron Smith is all about customer support)

Best,
Vlad

Great list Vlad!
I agree with you here on all of them... one I'd like to add is Fantasma Magic in New York City. David Roth works there.

Thanks,
Sam

P.S. Note the Denny Haney quote in my signature.

I have to agree with fantasma. I met david roth on a sunday in july and he was really helpful to me. He even took the time to chat with me for about 20min since I was the only one in the shop. He told me stories about Dai Vernon, Ricky Jay, all the card workers he met and got to know. He performed a quick coin trick for me. Made me feel really welcomed there. He treated me like a fellow magician not a customer.

So he asked my skill level in card magic. He showed me Revolutionary Card Technique by Marlo. He opened the book and went over a few pages with me and even preformed a trick out of the book. I don't know any magic shop that will let you look in the book and read a few pages.

The only thing about Fantasma is they are a little pricey. I spent an extra $10 for the book compared to tannens and a little more expensive for other items as well but it was worth it because the customer service is great. The other guy Magic is cool too. They even let kids hang out in the shop even if they are not buying nething.

- To show only items they have in stock and maintain their web sites up to date in that regard (real time inventory control).
- To have a great variety of items and to carry the latest and the oldies.
- To show respect to the customer by responding to calls and or emails in a promptly fashion.
- Be competitive with pricing.
- Be honest with descriptions (don't have to expose)
- Prompt and adequately priced shipping.