Here are some launch day prices for the HD7970 from Newegg:
http://www.newegg.com/Product/Produc...hd7970&x=0&y=0
The price varies from around £420 to £470 if you include 20% VAT. Most of the cards are nearer to £420.
Now lets look at some UK retailers.
OcUK
http://www.overclockers.co.uk/produc...ortby=priceAsc
£462 to £560. One own brand card is £420.
Ebuyer
http://www.ebuyer.com/search?store=2&cat=48&subcat=3537
£445 to £500.
Dabs
http://www.dabs.com/category/compone...11137?q=hd7970
£440 to £460
Scan
http://www.scan.co.uk/shop/computer-...n-hd7970-pci-e
£480 to £563
Aria
http://www.aria.co.uk/Products/Compo...I+7900+Series/
£440 to £470
Novatech
http://www.novatech.co.uk/search.html?s=hd7970
£530
CCL Computers
http://www.cclonline.com/SearchResult.aspx?q=hd7970
£445 to £450
It seems a few retailers like Ebuyer had cards for around £415 to £420 but have bumped up prices. As usual more UK PLC price gouging at launch.