How Quilt Shops Can Step Up as JOANN Stores Close

With the upcoming closure of JOANN stores across the country, quilt and craft enthusiasts are looking for new places to shop, learn, and connect. This shift creates a major opportunity for independent quilt shops to fill the gap—especially when it comes to offering quality fabrics, expert advice, and a strong sense of community. Here’s how your shop can take advantage of this moment and attract both seasoned quilters and a younger, modern audience.

Understand Customer Needs & Shopping Habits

JOANN shoppers range from experienced quilters to casual crafters, many of whom rely on local stores for fabric, notions, and inspiration. To successfully transition these customers to your shop, consider:

• Expanding your inventory to include a variety of quilting cottons, garment fabrics, and multipurpose crafting supplies.
• Offering competitive pricing or membership perks to build customer loyalty.
• Creating an easy-to-navigate in-store experience that welcomes both experienced and beginner crafters.

Stock Fresh, Modern, & Beginner-Friendly Products

A key segment of the JOANN audience includes young, modern makers and beginner crafters who are eager to create but may not yet identify as quilters. Appeal to this group by:

Carrying modern prints, solids, and trendy designer fabrics.

• Offering curated beginner-friendly kits, including small sewing and craft projects.
• Providing easy-to-follow patterns and quick-win projects that build confidence.
• Offer gift bundles and beginner-friendly starter packs.

Prioritize Social Media & Digital Engagement

Younger and beginner crafters often turn to Instagram, TikTok, and Pinterest for inspiration. Make sure your shop stays visible by:

• Posting engaging content such as project tutorials, fabric unboxings, and customer spotlights.
• Partnering with local influencers or creators to showcase your products.
• Creating reels or short-form videos that highlight quick, trendy DIY projects.
• Use targeted social media ads with messaging like “Your New Favorite Fabric Store is Closer Than You Think!”

Offer Classes & Community Events

One of the biggest gaps left by JOANN closure is the loss of in-store classes and community crafting events. Fill this need by:

• Hosting beginner sewing and quilting workshops with modern, stylish projects.
• Organizing social crafting nights with a focus on small, approachable crafts.
• Offering kids’ and teen-friendly workshops to bring in the next generation of makers.

Rethinking Store Hours: Meeting Customer Needs

One major advantage JOANN had was its extended hours—most locations were open from 9 AM to 9 PM. While independent quilt shops may not be able to match that schedule exactly, even small adjustments can make a big impact.

• Consider staying open later one or two nights a week.
• Many quilters and crafters shop on weekends, having Saturday and Sunday hours can boost traffic.
• Host an occasional “late-night” or “early-bird” shopping experience.

Sticker Shock & The Power of In-House Bundles

Some quilters may experience sticker shock when transitioning from big-box discounts to the pricing of independent quilt shops. One way to ease that transition? Offering in-house precuts and bundles.

• Smaller, curated bundles give customers a way to buy coordinating fabrics without committing to full-yard cuts. Fat quarter bundles, charm packs, or even half-yard sets help soften the price jump while still encouraging creativity.
• In-house bundles allow you to repurpose slower-moving yardage into fresh, desirable products. This not only helps manage inventory but also gives customers an exclusive reason to shop with you. 

As the crafting landscape shifts, quilt shops have an incredible opportunity to grow, evolve, and welcome a new wave of customers. By offering fresh fabrics, modern classes, and a strong online presence, your shop can become the go-to hub for both dedicated quilters and a new generation of makers.

Industry Insight: Kelly Morris, VP of Marketing at Riley Blake Designs

The quilting industry is shifting, and independent quilt shops are in a unique position to step up and thrive. With JOANN closing stores, there’s a growing need for personalized service, expert guidance, and high-quality fabric selections—things that can be difficult for some big-box stores to replicate. This is an opportunity for local quilt shops to become the go-to creative hubs in their communities, attracting new and returning customers alike. By focusing on curated product selection, engaging workshops, and a welcoming in-store experience, quilt shops can not only fill the gap but also build lasting customer loyalty.