Just look at their other businesses. Whatever the solution is, Halfords are not going to be the proponent.
Halfords is a bike shop
i.e. it has shops and they sell bikes
however, it is part of a big business so profit is it's reason for existance and they have, over the years, done a damn good job of making themselves the place to go to buy a bike for the average man and woman
and, of course, most kids bikes are really aimed at the parent's idea of what the kids want - or should want
and they know the highest price they can get away with for every bike and put the price there
This thread title only said "bike shop" but I think it is implied that it meant "LBS" which also implies not big national chains
2 levels of implying there so other understanding have to be accepted
If I want a fairly decent bike for me I will try the LBS because I know him and know I will pay a bit more but will make it back on service and better servicing and advise that I would not get from Halfords
but I have noticed that the LBS used to stock the cheaper Raleigh ebikes mostly and a few of the next up the range
nowadays they stock the higher up the range and mostly the more expensive ones (Raleigh Motus Tour and Grand Tour) and a lot of La Pierre more expensive ones
there are no cheap first time bikes on show - although I am sure he could order you one easily and would allow you a test ride before committing to it
I do know that you can order direct from Raleigh and get it delivered to him and he will sort it all out properly
and then you get his service etc
but the Halfords Raleigh ebikes have always been that bit cheaper!
it all comes down to profit and expenses and spreadsheets and stuff