In Canada, if you got a counter for a makeover you pay $50 but it all goes to product, and if you go to a freestanding or pro store, it's $55 with a free mascara. The difference is that at the stores, you get the artists undivided attention, and an area with a big mirror etc. I think it's the same concept in the states, but the prices are probably a little different.
MAC is actually one of the less expensive high end brands. At least, that's how I justify it to myself when I'm about it make a haul.
Probably everyone is going to tell you something different, but I think a good place to start is a couple good brushes! No matter how high quality your makeup is, if you don't have good tools it won't look as good, and if you have good tools, even lesser quality makeup can look good.