You also have to consider that with the mats, some places get them from their distribution group. That group will raise prices above msrp so that they can get a cut.
Back on topic. I buy from the two main FLGS's here in Portland OR. I love the shops and those that work there. The only time I consider going online is if they don't have something in stock or can't order it. Now mind you one of these stores is IMMENSE, we are talking huge area for well over 40 white folding tables that LGS's love using, and they still have a backroom for those of us that are 21 and older (meaning beer and cider). The only time they charge for a space that I know of is if you are reserving such a space. Other than that, I have walked in, asked of they had am open area and in 5 minutes had a table ready to go.
They prioritized customer service and customer care over everything. That makes me want to buy from them. Well that and they have a section that artists like myself (i make chain maille jewelry and such) can sell things.
Now some things they don't sell, Secret Weapon Miniature washes, bitz, eta. Those are acquired online.