Smart Sales: How to Discount Without Training Customers to Wait for One

Let’s be honest—discounts move fabric. But too many, too often, and your customers start holding out, knowing another sale is always just around the corner.

So how do you clear space without cutting into your value? It’s all about running discounts strategically—in a way that feels fresh, rare, and rewarding without accidentally training your customers to wait.

Here are four ways to run a sale that works for your shop—not against it:

 1. Make It Feel Special (and Rare)

Discounts should feel like a treat, not a routine. When your sales are infrequent and purposeful, they create urgency—your customers know they need to act now or miss out.
Instead of slashing prices every month, build a simple calendar with seasonal or event-based themes:

• Spring Cleanout – last year’s florals, past kits, or seasonal basics
• Back-to-School Bundle Sale – discounted stash builders or small cuts
• End-of-Bolt Bonanza – special pricing on anything with under 2 yards

A name and a reason go a long way. They help position the discount as an opportunity rather than a sign that you’re always lowering prices.

Pro tip: Promote your sales like an event. Tease them in advance, set a clear end date, and follow up with a final reminder to close it out.

 2. Discount with Boundaries (Not Broad Sweeps)

A blanket “25% off the store” might sound appealing, but it often backfires long-term. Instead, focus your sale on specific sections:

• Only Halloween or holiday fabric in June and July
• Last season’s kits
• Color families (e.g., all blues or yellows)
• Fabric with a yardage threshold (under 2 yards left? 40% off!)

This makes the discount feel intentional—and keeps your margins healthier.
You can also play with structure:

• “Buy 4, Get 1 Free” on fat quarters
• “$5 Friday” bins with old patterns or end-of-line notions
• Clearance ladders (10% off 1 item, 20% off 2, 30% off 3)

Giving your customers rules helps you stay in control and actually curates their experience—even during a sale.

 3. Bundle to Add Value (Without Lowering Price Per Yard)

Sometimes the best “sale” isn’t really a sale—it’s a bundle. You’re creating something fresh and desirable without changing your pricing.
Try:

• A “Summer Solids Stash” bundle using Confetti Cottons™
• A fat quarter stack of seasonal batiks with a printed project idea
• Mystery scrap bags (leftovers become treasure!)
• “Ready to Sew” bag panels with coordinated zippers and thread

You’re not just moving fabric—you’re creating solutions. Bundles help you tell a story and boost perceived value, which is a win for both your margins and your customers.

 4. Turn Discounts Into Experiences

If you’re going to run a sale, make it feel like an event. Go beyond just a markdown:

• Host a “Spin to Win” wheel in-store
• Run a 2-hour Flash Sale during a Facebook Live
• Send VIP customers an exclusive email-only code
• Host a “Quilter’s Yard Sale” where customers help clear out bolt ends

Events don’t just sell fabric—they build community, drive foot traffic, and make your shop the place to be. That kind of buzz is worth its weight in yardage.

 Your Shop, Your Strategy

There’s nothing wrong with running a sale. The key is making it feel exciting, planned, and rare—not routine. When you keep your value high and make discounts intentional, customers will respond—and they’ll keep shopping with you in between sales, too.

So go ahead and plan that seasonal clearance, the color-themed bundles, or the end-of-bolt blowout. Just make sure it’s done with purpose and a touch of fun—and you’ll keep both your inventory and your brand reputation in great shape.

Want help brainstorming your next sales event? Reach out to your Riley Blake Designs rep for ideas that match your inventory—and your customers.

Industry Insight

Teresa Porter: Regional Account Executive & former shop manager

When I was managing a shop, I saw firsthand how easy it is to rely on discounts to move fabric—but it comes at a cost. Once customers expect sales, they stop paying full price. The key is to make every promotion feel intentional and special. Whether it’s a themed sale, bundle, or event, you can keep your margins healthy and your customers excited to shop.