Price Match at Wal*Mart is supposed to be for exact items only and it has (or again supposed to be) to be a competitor's advertisement.
Also you have a LHS that prices their kits at $11? They must really do a lot of profit on something if they can stand losing $5-7 per kit from their cost let alone the retail price.
I get kits for about that price, even hobby lobby now carries new releases, and with the forty percent off coupon, they are under 17.00 a kit. I also buy most of my kits from a local dealer that buys large collections. He doesn't have a store, and only sells at toy shows. He calls when he gets a collection in, and I get great prices, usually first or second shot at any kits that he had. He even will hold some if they are not in my current hobby budget. It works out well for both of us, and he has current releases of kits. For a common kit,.the most I have ever spent was 12.00, cheap kits are out there, you just have to look for them and be patient.