In my small county we have at least 9 independents (including my place) and HD, Lowes, & Sears. If you drive to the next county over they have many, many more indies. It's a tough business. Profit margins are shrinking every day. Products aren't what they used to be. The manufacturers would rather sell to the big boys and cut them sweetheart deals. The small dealer does really have it rough. The biggest thing when you go to a small store though is that usually you're dealing with someone who has a vested interest in the business. At my place you always deal with one of the owners (my dad, brother, or me). Loyalty of today's customers is almost non-existant. We have some loyal folks, but most people will go to the next competitor to save $5. As an example, a year or 2 ago, I had a long time customer come in & price a new SideXside & dw, and then they went shopping, everywhere. I was about $135 cheaper on the refrig then the next lowest place, but about $25 more on the dw (but had a lower-priced install, so it was at least a wash). They bought the refrig from me but went to the other place to buy the dw. I tried to explain to them that I was overall lower priced, but she was focused on the $25 more in initial price. To top it off, they wanted us to install the DW they were buying elsewhere, since our install price was a lot less ($40 vs. $99). We politely refused. That didn't go well & she couldn't understand why I wouldn't install a DW she bought somewhere else. That's why this business is so fun. I could go on & on.