Without a cheap, local, been-around-the-block-a-few times cream like Proraso, the only alternative for new shavers will be Toms Mint and KMF.
Not as cheap or as around-the-block, but many of the malls around here have Crabtree & Evelyn stores, so that's another option for people who either don't want to order online or who want to sniff before they buy. The creams are a significant step-up from the drugstore creams as well, IMO. With a corresponding price-jump, natch.