TRU relies on the fact that most people simply see them as the place to buy toys. Most non-collector types that are buying figures as a gifts have no idea that Walmart and Target sell these things a lot cheaper. Gift givers that might have noticed the $3 difference will still buy from TRU because, with a few figure purchases a year, and the convenience of (what is believed to be) one stop toy shopping, it seems to outweigh the cost.
But yeah, I rarely buy Star Wars stuff at TRU anymore. I have to think this time of the year is the only thing that justifies them to carry the Star Wars line anymore.