Some stores, when quoting a competitor's prices, will match the price. Of course, it depends on the mark-up and volume, too. If a chain is able to buy 240 items from a wholesaler, they'll get a better deal per item compared to someone who can only buy 6 or 12 at a time. However, even a small store owner knows a customer might go out of his or her way to come back if given a chance.