Yeah, I guess I'll go ahead and be "that guy"....
I will gladly pay up to 10% more than online prices when buying from my local store, sometimes I'll pay more than that if it's something they tell me they can't even come close to, then they get the transfer fee and accessories business from that purchase. I do so because I like my local shop, they get as low as they can, but I'm going in with the understanding that with customer service from a real live person is worth paying a little more. Local stores have to pay the light bill and other pesky items which comprise their overhead.
It seems like a LOT of people want to have everything in the world available to them from their local stores... But they don't want to pay the premium it carries. This is kind of a pet peeve of mine, and I have only bought a gun online once, because my dealer flat out told me he couldn't come within $300 of the price listed on gunbroker for that rifle.
I've made this point before...
Edited to add: I guess what I'm saying is, try one of your local stores on for size. For a .22lr, you probably won't save a ton of money by buying online anyway... Support your local folks, they have a mortgage too.
I bought a new shotgun today from Buds and saved $85 from what my local gunshop would sell it to me for. Buds has good prices. To buy ammo go to Gunbroker and find Sportmans Supply. You will have to bid on it but that is no big deal. Don