How could it be so? The cheapest .38 SPL I could find in stock are $20 per 50. Reloaded, the same 50 cost me a bit over $6. Moreover, for the same money I'm reloading my .357s too, which are even more expensive.

I'm shopping mostly for reloading supplies online (sometimes buying ammo at the shooting ranges). Primarily at Cabelas, plus at some bullets manufacturers web sites. The WallMarts nearby (CA, Bay Area) aren't selling pistol ammo anymore

Another good option to stock on cheap ammo would be visiting a local gun show. Never managed to attend one myself yet.