KnottedYet "I would definitely try a couple different brands in your price range. They will feel different, and when you find a geometry that suits your riding style and body mechanics it will feel really amazing, like "HEY! THIS IS MY BIKE!!!""

yes, it's kinda like dating in that way

Also there is no particular "season" on bikes, the deals are on service and sometimes equipment. Often when buying bikes shops will give you $___ amount off on stuff and service.

But I always say you are shopping for two things:

the frame, because you are stuck with that. When trying bikes if you get a chance to try the next model up...go for it. That will give you an idea of what you could do later on with upgrades such as better wheels etc. (good threads here somewhere about upgrading entry level bikes)

the shop, I loooove my shop and my mechanics. Good service will save you time and money. So if one shop just "feels" better...go there.