I also have only found them on the Internet but since I do 90% of my shopping on the Net anyway, that is a non-issue for me.
I have found that for me the most reliable way to strike it is holding the match at 45 degree angle to the ferro rod and running it from the bottom to the top. This gives less spark overall (for me anyway) but puts the most spark on the match tinder. I figure that is a good method because not only do I get a more reliable light but I also dont waste that tiny little ferro rod by making excess spark.
Yeah I know ... the image was really unneccessary but I'm back in the office today and a little bored after my day off playing with fire and char cloth and my new knife.