I was at my local Publix supermarket the other day when I suffered a crisis of conscience. There I was, browsing along a vast wine aisle, when I thought of the really great little wine boutique just a couple of blocks from my house. I like their selection, their staff, their decor — everything about them. So what was I doing buying my wine at the big, soulless competition?

I’m a huge supporter of small business, so this is a major issue for me. I write a daily newsletter for entrepreneurs. I contribute frequently to Entrepreneur.com. I even did a stint with NFIB at the beginning of my career. Philosophically, there is no one more inclined to choose “boutique” over “big box.” So what gives?

Many people say the big box phenomenon is driven by convenience, but I think that’s only partly right. A bigger issue may be comfort. Independent wine retailers like to brag that their selections are adventuresome, quirky, even challenging. Those are all great things, up to a point, but sometimes I don’t want to think that much. Comfort wines, like comfort foods, are popular because people know just what to expect. On weeknights, in particular, I don’t want to think too deeply about what I’m drinking. I just want a warm, mellow red that pairs nicely with reruns of How I Met Your Mother.

So here’s my plea to the independents: Stock a couple of nice, familiar comfort wines from big, well-known wineries. They may not be especially sexy — or even profitable — but they’ll get me in your door more often. And while I’m there, I promise I’ll pick up some of your more “challenging” selections. After all, I watch Mad Men and The Colbert Report, too.