It might help to give your general location TB. Around me(Vegas), there are pockets of stuff, then again around me there are more shops than you can shake a stick at. A lot of them that do heavy(for a gun shop) advertising, others that simply rely on being known by locals. Most of the ammo/primers I've found have been at the small but dedicated customer base shops.
I still haven't found any .22lr yet though, plenty of reports of it coming back in stock at places like walmart, but I never get there in time.