1st choice is a local brick and mortar photography shop if the price is within 10% +/- of
B&H's price. With the brick and mortar I can shoot the lens before I buy and make sure I like the copy I am getting. Also, while I have, do and will continue to by from
B&H, and understand, their service has always been good, I live 1,000 miles from their store. My local store is 4.2 miles away. I get direct and immediate service when I walk in the door. Service is worth a few extra dollars when you have have a shoot and a particular needed lens goes down.
If my brick and mortar store's prices are too far out of line then my choice is
B&H. They have always been good to their word on stock, price, shipping and taking care of any issues. If there is an issue, I just have to deal with it over the phone and with the time lag that brown causes. They are a well respected business in the photographic world. There are others, I just don't have experience with them like I do
B&H so I will let others speak of them.