I would be willing to pay more from the box stores after dealing with the local shops in my area.
In some places I've lived, I'd tent to be in that camp too. It seems to me most people either really like the local gun shops, or really dislike them without a lot of people in the middle.
I think the potential knowledge and insight gun shop owners may have often goes to waste if they initially come across as impatient or unwelcoming toward new, less experienced, or younger customers.
Maybe we've been spoiled by the "customer is always right" mentality of modern chain stores, but I for one would rather
do research on my own and then buy from a place that values customer service (even if their gun knowledge isn't as good) than spend my money at local shop where the workers lack basic interpersonal skills and seem more interested in bantering with their "regulars."
Some people lament how big stores are killing off local gun shops. I'd say that the inability or unwillingness of local shops to cater to a wide base of customers is just as much to blame if not more so.
...But to get back to the original posters question, the Dick's sports around here have points cards and for every $300 you spend, you get a $10 gift card in the mail. Not a big deal, but it might be a way of determining a tie-breaker if you need to.