Many of us think "shame" when another independent trader shuts up shop.
And we deem it a pity when, in its place, we are faced with yet another mobile phone shop or other national chain, as our high streets gradually turn into clones of each other.
But how many of us would be prepared to put our money where our mouth is like Peter Gray, of Sudbury?
From this week the Free Press will follow the Gray family as they embark on an attempt to survive without supermarkets and chain stores.
Peter said: "This is no crusade against chain stores; they have their place and draw custom into the town.
"It is more of an attempt to highlight the specialities, service and expertise of local traders who don't always get the share of trade that they deserve.
"It's such a shame to see the town's character gradually eroded as small shops close and are replaced by the familiar banners that threaten to render every high street indistinguishable from the next."
Peter, 38, an illustrator and author, and his family moved from London to Gainsborough Road, two and a half years ago.
Wife Clare, 37, is taking a break from her career as a book editor. They live with children Rosemary, two, April, nine months, and James, 16.
The family have vowed to spend at least a year using nothing but independent traders, including market stalls and farm shops.
Clare said: "It's not so many years ago that nipping down to the corner shop for the odd tin of beans or a bar of emergency chocolate was part and parcel of British living.
"But this noble breed of shops is fast disappearing from our towns, and I think it's a shame.
"It's so much more pleasant to walk with the children in the fresh winter air, noticing squirrels and blackbirds and icy puddles along the way, than it is to force them into car seats and drive through the traffic to an out-of-town supermarket."
Peter said: "We may find things we just can't do without, but the aim is to start by using local, independent traders and then to hone it even more to using as many locally-produced goods as possible.
"We are very fond of the town and we don't like to see shops going under, especially when they are replaced by the big multiple stores that are making everywhere look the same.
"We want to stick up for the local shops and keep the trade and money in our area. For the record, we get by on a very modest income and don't imagine for a moment that our humble efforts in themselves will have any noticeable impact.
"But we hope to highlight that it needn't be too hard to make a difference."
Read the Gray's family blog as they document life without supermarkets