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Typically with mom/pop stores, when stuff goes on sale or clearance, its more or less at their cost pricing typically. So expecting 10% off on top of that may be tough for them to be able to meet. With big box stores, if they lose a bit of money on your 10% off they can easily make it up in other areas/departments
As you mentioned, with the smaller stores, its all about the great service. With that said, I've haven't had great experiences with Ice Level, but they have been just ok. YMMV
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