How important is familarity on a weapon? If I find a better weapon with better stats but no familarity should I then switch to that, or keep using the one with more familarity?
Don't focus on it early or mid game whatsoever. Always be looking to upgrade your weapons as soon as. Soul matching at this point of the game is pointless and besides costs way too much. I'd even argue your entire full first play through is pointless, like Shanaynay said above - wait for NG+