↳replying to u/crazeman: I would say Setsugekka East in East Village is a must visit.
They specialize in matcha and that's the only thing they sell. The owner is also lovely to talk to. A bit out of your price range but still worth the visit if you like matcha. Probably one of the most unique stores in NYC, the owner explained to us that a matcha specialty shop like this doesn't really exist or is very rare in Japan.
(I honestly forgot why, I think people in Japan don't really go out to drink ceremonial matcha so there's no demand for a shop? It made sense when she explained it at the time lol)
Although I haven't tried it yet, Kettl is also supposed to have good matcha. Their cheapest matcha is $21 for 20g though.
I also like Taidama in Industry City/Japan Village area an awful lot. Don't remember what their prices are like. Definitely worth a visit if you're in the area.
“I’ve been to another japanese shop around there called Kuraichi but it think it is all sake, and honestly they have a pretty good selection.”