wow this is a big topic. fyi....i did not read all 17 pages of responses. i am bored but not that bored and am waiting for my prime rib to cook so here goes.....
back in the day, when dinosaurs roamed the earth and the interwebz was nothing but a dream, we had no choice (unless we traveled somewhere) but to buy from our local dealers.
no offense to my local dealer (who is now my employer) but i think the prices were outrageous. now in fairness, perhaps that was the norm back then. i had nothing to compare it to as they were the only shop in town.
fast forward to modern day.....
it was required i purchase a set of regs from the store in order to intern there and work as an employee. i paid more than double what i could have gotten it for out of the u.s. but i considered that the price of admission.
since then i have purchased other gear from our store, but certainly not all. even with my employee discount, at times, some items are still a lot cheaper from another source. sometimes items i need / want just are not avail through my shop.
my cost is supposed to be X% over cost. i figure if i can find an item online and buy it for X, my store could also buy that same item, mark it up X% and sell it to me. if they do not want to do it, that is on them. why should i be penalized for that.
example....i needed two tank valves. my cost thru my store was $115 each. i found valves (different brand but still good quality) for $50 each. the store could have bought those same valves and sold them to me for $60 or $70. but they chose not to. sorry, but i am not paying 115 for something i can get for 50.
as a customer (and not an employee) i feel i do not owe any business anything. period ! sure it is nice if i can find what i need locally and support a local store. but i am not going to pay more than i have to. it is their job to earn my loyalty and my money.
that said, i think it only makes sense to at least give your local shop a chance to earn your business. if they cannot match a price (or at least come close enough), perhaps they can offer you something else to make it worth the extra money.
if it was regs, maybe they can offer free service for the first year or two. if it was a tank, perhaps they could do some free VIP's, or offer free / discounted fills. the point is, many local shops have the means to make it worth it to you, but do not put any effort in to coming up with ways to do that. and if that is the case, then i would take your money else where.
another possible problem buying locally may be returning items. there are larger retailers out there that offer free returns on items that do not fit for example. where as some smaller local shops may not be able to afford to offer this service. so if i order a $2000 dry suit, and it does not fit. now what ? am i supposed to just eat the 2000 ? perhaps i could sell it. but i would certainly have to take some sort of loss. so how do you justify that kind of risk ?
for me to continue diving it has to be affordable. i cannot shell out thousands of dollars for gear for the 50 dives a year i do. i try to buy all my gear for a price i know i can sell for what i paid for it, or very close. and so far i have been able to do that. although it does take some effort on my part.
so i agree we all should support our local shops when we can. but i do not think it should mean being taken advantage of because of that loyalty.