I used to shop at big fabric stores but find the quality is not nearly as good as my LQS. I have not shopped online for fabric as I am afraid of what I might get. Sometimes good deals are too good to be true. At my LQS I can touch, see and match the fabric I need and I appreciate the input and hands-on assistance I get at my local shop.
As a small business owner, I feel that customer service is important and I believe that though you might pay a tad more at a small shop, I would be sad if they were not there when I needed them.