Welcoming JOANN Shoppers: Part 2

How Your Quilt Shop Can Become Their New Creative Home

With JOANN stores closing nationwide, many quilters and crafters are searching for a new go-to shop for fabric, supplies, and inspiration. This shift presents a golden opportunity for independent quilt shops to welcome these customers with open arms. By offering high-quality materials, expert guidance, and a sense of community, your shop can become their new favorite creative space.

First, Get Your Shop on the Map

Quilt shops like you are the cornerstone of the sewing and quilting community, and getting out there is more important than ever. ByAnnie.com’s celebrates independent businesses and helps crafters find shops near them.

Make sure your shop is listed so makers can easily find you! GET ON THE MAP

Understand Customer Needs & Shopping Habits

JOANN’s customer base consists primarily of new hobbyists and quilters looking for direction and inspiration, relying on big-box stores for affordability and variety. Independent quilt shops have the advantage of offering a more curated selection and personalized service. To welcome these new customers be sure to:

• Broaden your product range to include beginner friendly projects and resources with craft-friendly materials to cater to different creative needs.
• Highlight the value of shopping small by emphasizing quality, unique selections, and expert advice only you and your shop and supply.
• Simplify the shopping experience by organizing your store in a way that’s welcoming to beginners, with clear signage and staff ready to guide them.

Be Ready to Address Sticker Shock

These new shoppers are accustomed to lower-cost (and often lower-quality) fabric, so new customers may need some education on quality differences. To help with this transition:

• Create signage near your fabric bolts highlighting brands, processes, and what makes the fabric high quality. Customers might hesitate to ask about price differences, but a well-placed sign can answer their questions without intimidation. (Click below for a downloadable sign for Confetti Cotton Solids by RBD)
• Take inspiration from bookstores, by adding small “Staff Pick” tags with quick notes about favorite fabrics, what makes them special, or how they sew up beautifully. CONFETTI COTTON SOLIDS SIGN

Host Beginner-Friendly Events

Not every JOANN shopper is a seasoned quilter—many are beginners looking for a place to learn. A great way to bring them in is to offer an Intro to Quilting class, you can market it as “We’re here to help you make the most of your new hobby!”

• Keep the project small and approachable—a quilted zipper pouch would make a great first project!
• Show the final product in your marketing materials so potential students get excited about what they’ll make.
• Offer sign-up discounts for future classes to keep them coming back.

Make First-Time Shoppers Feel Special

When customers check out, ask if it’s their first time shopping with you. If it is, make the experience memorable:

• Offer a “Welcome to the Club” loyalty punch card where they earn a perk after multiple visits.
• Give them a small “Thank You” gift, like a fat eighth from your extra yardage bin.
• Personally invite them to upcoming events or classes to help them feel part of your unique shop community.

By making your shop a welcoming space for former JOANN shoppers, you can build lasting relationships and grow your quilting community. With a mix of strategic marketing, beginner-friendly offerings, and a warm, inviting atmosphere, your quilt shop can become their new favorite creative destination!