For some reason it's different here just recently.
Prices had come down a good bit, but from what I saw locally yesterday prices have risen again where I live. Yesterday I bought another Shield Plus while I could get the rebate. (For when a few of the grandkids turn 21; they like mine.) I got it at Academy Sports and the price had increased $30 from a month or so ago, from $499 to $529. I'd have thought they'd just increased the price because of the current $50 rebate, but I noticed their prices on some other handguns had also increased $20-30 from the last time I looked, so it wasn't just their Shield Pluses.
I've been in there so much the people at the gun counter recognize me now. 😂
Of course groceries and gas have gone up a lot, too, so it's not just guns.
Before I went in I called my favorite, and maybe now the only remaining, local gun store and their price on the Shield Plus is now $579.

I don't know if they've raised their prices on other guns as well, but that's definitely a recent increase. There aren't many local firearm sellers where I live.
I had a $15 store coupon which I used at Academy and also got my usual 5% discount for putting it on their card (worth getting for the discount if you buy guns there), so those brought the Academy price down to $489. That was about as low as I could have bought one from online sellers after adding in a $30-40 FFL fee for the transfer, plus I got to inspect the pistol before deciding to buy it and got it on the spot. I have to pay GA sales tax either way. So counting the $50 rebate I got it for $439.
That isn't a bad price for the pistol, but that was after two discounts and the rebate.
They also had the 13-rd magazines for $37.50 before any discounts. As soon as the coupon they gave me kicks in in a couple of days, I'm going to buy an extra or two. They didn't have any of the 10-rd magazines in stock.