Small business is all about customer support.  You have to bring the extra value of service. We all compete with online. You go to a store for knowledge, support and to carry away your item. All too often, I go to a store and they say they can order stuff for me... I can order stuff myself. I will pay more to get support, knowledge, advise.  You are rarely the only game in town anymore.  Earn the loyalty of your customers.  It is not done with price.