RE mom and pop stores: I bought a bunch of guns at Garcia's National Gun in Miami, thinking I should support a local business in spite of the Internet's price advantage. Every time I went in, they treated me like a stranger. I don't know if it was because I wasn't Cuban or what. That's pretty common in Miami. Anyway, after trying another shop (which closed down) I gave up and started buying wherever I got the best deal.
I don't know of any good small shops where I am now. I've seen some tiny places that didn't impress me, and of course, there are some pawn shops. In my area, we have Dick's (I have never shopped there), Rural King, and Gander Outdoors, and if I want to drive 45 minutes, I can shop at Bass Pro.
In Miami, there is a local lumber place that does very well in spite of Home Depot and Lowe's. They give people free popcorn. The place is full of employees who step up and offer to help. They sell types of wood the big stores won't touch. It's always crowded. Mom and pop gun stores could learn from them. If you can't compete on price, you better damn well compete on service. Sitting behind the counter on your big behind like Jabba the Tactical Hutt and waiting for customers to beg for attention is a ticket to bankruptcy.
I'm glad I never shopped at the local Dick's. I bought some socks at a location in another town, but I will avoid them in the future.