Running

Good shout, also larger outlets of Runners Need. Generally anywhere that sells a good range and isn't biased towards a particular manufacturer. This is a vague nod to Sweatshop, which depending on the quality of assistant you get may try to sell you some Karrimor shoes and/or unnecessary insoles. I bought my last pair of shoes in Sweatshop but only after I'd whittled the choices down to 3/4 specific shoes and made a decision purely based on comfort after trying on. (To be fair they didn't try to sell me any Karrimor products or insoles, but I did get a discount voucher for the insoles to redeem at the marathon expo!)

If possible, visit the shop when it's not peak time. You're more likely to get someone willing to spend some time allowing you to try on 4, 5 or 6 different pairs of shoes. Don't look for a bargain for the sake of a bargain. Comfort is key! You might pay a slight premium for buying in store but if they sort you out with something you like you can look out for subsequent pairs going cheap online.