As a film photography speciality shop, we sell more film than a regular camera shop because we attract film photographers. The risk is reduced. We still don't make much money on roll film, but at least it moves and we are supporting our community of film photographers.
What's the name of your shop? I'll visit next time I'm in the Bay Area.
I do use a digital device in my photographic pursuits when necessary.
When someone rags on me for using film, I use a middle digit, upraised.