I'm all about the small guys, I really am, but they generally have more of a problem being competitive in prices.
My feeling is that either you're for the small guys, and are willing to pay for what they offer, or not.
If not, then you're not really all about them. Not saying you should be, or have to be about them, of course. That's a personal decision.
But it doesn't really help them if you merely sympathize with their plight, yet spend your money with the big box stores.