Many of us have seen Afikomen's Buy Local/Think indie ads in such papers as the local East Bay Express. At the same time, Afikomen is kinda the only brick-and-mortar Judaica shop around in the area, so there's really little local basis for comparison. As a veritable monopoly on Judaica items locally, Afikomen does an above average job of catering to its customer base. I've found from visiting the store itself that they cater much more to their upscale crowd residing in their local area than they do to bargain-hunters. Witness their extensive line of beautiful Judaica artwork and valuable (read Expensive!) ceremonial objects. When you go there ostensibly to browse around for Jewish books and multimedia, although they're not exactly big on the hard sale, they do noticeably try to nudge you a bit to make a purchase while in the store -- the staff has been known to frequently hover around potential purchasers even while the latter are simply perusing the same Jewish books and multimedia sections. Afikomen's staff will quickly mention they'll try to order for you something you want from elsewhere whenever you cannot find it at the store itself.
A recent thing I'll have to severely ding Afikomen for is their inability to accommodate drop-ins for purchasing handmade shmura matzah specifically designated for our holy Pesach/Passover Seders -- drop-ins meaning potential customers wishing to avoid pre-ordering online or over the phone/faxing. Avoiding naming names here: One Afikomen person said that drop-in purchasers of this matzah would be welcome, then Afikomen persons kept telling potential drop-ins that the store's shipment of such matzah would be super-late, and then another store person finally told we drop-ins that all this matzah was already previously sold out thru pre-orders only; essentially "too bad for you Y.O.Y.O., sorry!" A classic case of "He Said/She Said/They Said" and I'm disappointed in them :-(
Great thanks to the Force of the Universe/HKbH/RShO for one of our big grocery chainstores in the region with convenient evening hours coming through for us drop-ins by stocking sufficient NON-leftover handmade shmura matzah from Israel!!
Afikomen's owners are certainly conscientious, they certainly pay attention to their regular and drop-in customers, and they are veritable pillars of the local Jewish community. If you absolutely MUST acquire that special Judaica item ASAP, and Afikomen carries it in stock, then of course you'll have to visit the store for the purchase. That being said, if you're out to seek a bargain in purchasing several Jewish items and you're not in too big of a rush, then I clearly think your best bet is to order such things decidedly NON-locally, e.g., from out-of-town Judaica stores based in the Greater New York area or in Israel, rather than from Afikomen; "bargain" in terms of low cost, good availability, wide selection, and open hours. IMHO, excellent deals for comparable Judaica merchandise are elsewhere, despite Afikomen's Buy Local ads and their offers to order such merchandise on your behalf :-/ read more