I'll be clear I buy a lot of stuff from OS online, I've got some flannels from HY and a big order of winter/fishing gear on the way from STP, but I do those purchases because I literally can't buy that stuff here. If I've got the choice of local and online for the same thing, I'll pay a slight premium for local anytime for the comfort of quicker/instant delivery, returns, warranties etc and just supporting local business.
This is the crux of the whole buying online phenomena I buy pants online because (the logic of fashion escapes me) it is nigh on impossible to buy pleated pants, flat front dont flatter my physique, here in oz. Its an alternative to bricks and mortar shopping. An option not a be all end all.
Take books for example, if i buy locally I pay the same price for a PB as what I do for a HB but if i buy online i don't have to wait three months for a local release. If publishing regulations business models were different then i would probably go into a book store, but alas no.
There are a couple of stores whom I regullary support and buy product from, i have been doing it for over 20 years, I know I could buy it cheaper online depending on the dollar but I enjoy going in there having a chat, hearing music I would not otherwise be exposed too, info about tours and I cant get that same experience by pointing and clicking. Its that human interaction that i think is hardwired into us that will never be replaced by an online experience. More so its instant gratification as opposed to the diference of online shopping. The wait,the wait. (fuck Australia Post)