My favorite survival gear sources are not specialized in survival gear. This helps avoid the specialized gear markup.

For survival food I favor my local big-box grocery store. Look closely and you can find a wide selection of long-life dehydrated and freeze dried food that is comparable to anything you find at the preparedness sites.

If you are careful, and carefully select the items you intend to buy, you can find good quality camping gear at discounters like Target and Wally. Unsuitable for a summit attempt on K-2, or going to the moon, if you avoid the lowest end items you have suitable reliability and capacity for most situations at a fraction of the high-end price.

Knives and multi-tools I get from the discount or hardware store, both of which sell a smaller selection of the same items I would normally buy.

Generally the less specialized the store you buy any item from; the less you pay.