In the UK they do the upgrade in store, takes about an hour as long as a genius is free. Call ahead and they will book you a slot for your 'shopping experience' and upgrade if you decide to buy.
This is how I bought my mini (early '09) from the Southampton apple store. Cost exactly the same as having the upgrade done at the online store. I payed for the mini and a RAM upgrade kit, they took it out back and I collected it an hour later all re-wrapped in its retail box.
It is cheaper than you think as you don't pay for the original RAM that they take out.
I did however upgrade my HDD myself and it wasn't that difficult, the hardest bit it getting the case open without scratching the aluminium!