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Local stores have to compete against the lower prices of chains, so their customer service is often better. I've had clerks talk my ears off with advice on how to do a job better. They get the repeat business whenever possible.
The local independant Ace has about 50 heavy equipment rentals, usually available, and is less than a mile away. After going through HD fiasco of finding someone who knows anything, the choice is a no-brainer.
Locals/independants often have the advantage of buying power. They can sell they typical stuff, but they can also stock and/or order nice and unusual products the big chains don't carry. It depends on the purchaser(owners wife).
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Meanwhile other things are still happening.
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