My LQS gives 15 percent off just for telling her the name of the quilt guild a shopper belongs to. Her prices are a little over $9/yd now but this helps a lot. It is also on other things besides fabric. It is a small shop only in existence 1 1/2 yrs. She is very accommodating on anything I am trying to do. She also is very progressive in her ideas for the future of her shop.
Sometimes I do buy online if I can't get it in her shop or she can't get it for me (which is rare).
I have bought online when something was an extremely good buy, but generally I stick with my LQS and she truly appreciates her customers.