For many small or local businesses, word-of-mouth advertising can make or break them. This also goes for your local chain-store outlet.
My favorite auto mechanic has gotten so much business he's had to expand and hire more mechanics, and it was all from word-of-mouth recommendations by satisfied customers. Restaurants live and die according to the level of their service and quality of their food. It's no different for sporting goods stores, and gun shops, with an even smaller number of potential customers, and they are at greater risk from unhappy customers.
Unhappy customers will make this feeling known to far more people than happy customers will give good reports or recommendations. This is just human nature.
Some increase in prices will be tolerated in a tight market for an item in demand. Paying more than list price for a popular new car model or a hot new gun in short supply is practically expected, though the customer will be much happier if the dealer charges only MSRP. They'll feel even better if the price is under MSRP, and be even likelier to return for more sales of higher margin items. That's part of the game.
But, as soon as you start doubling or tripling the price, a potential customer is going to feel ill used. Doing this for short-term profits is one of the fastest ways to lose your reputation. Reputations must be built over time, but can be destroyed overnight. (And yes, I aced my marketing and business creation classes.

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As I've mentioned in other threads and forums, many of my local businesses have held the line on prices, even with these shortages, at least when product comes in. Others have not, so they are shifted to the bottom of my list of places to do business with. I'm not saying I won't do business with them, but they're going to have to try much harder to get me back through the door or to make a sale.
As for magazines at the moment, while in short supply, I've been finding M&P45 mags all over. It's the M&P9 and 40 full size, and now the 10-round mags, that I hadn't seen since January, until I found a couple 40s marked up to $60 in one store.(Just came in, with no packaging.) Lots of Glock and others have been restocked already, just not the M&Ps. S&W and whoever is making the magazines for them, were obviously caught by surprise, even though some of us predicted something like this might happen after the election...
