I just got new hearing aids about 3 weeks ago. I, too, have needed them since childhood but never got around to it. Now that I have them, I wish I had done it sooner.
Anyways, I shopped around for mine. I went to one place first, got an updated exam and a quote, and then shopped around for the same model at other hearing centers. I found a variety of prices/specials for the same model. I ended up with a different, less expensive brand ($2800 for both). They go behind the ear and blend in with my hair. You can hardly see them. The doctor I go to now is wonderful - I got really lucky. They required 1/3 down and I have 3 months to pay in full, no interest. They take credit cards - of course I used my Disney Visa!

Personally, I would be leary about getting them someplace like Sams. This is a huge investment and you really need personal service from a reputable hearing center.
Most places (I think it is a state law) have a 45 day trial period, where you can return them for a full refund if you decide you don't like them. If you happen to be in upstate NY - which I doubt - PM me and I will give you the doctors name.
My insurance didn't cover any of it, but some do. However, depending on your income, you can write it off on your taxes as an unreimbursed medical expense. I think the amount has to be over a certain percent of your income. I will be doing that this tax year for sure. And you can use your FSA for batteries, etc.
Good luck!!!