IMHO Joanne's is playing price games recently. Being "in the business" I recognize some of their fabrics, and know what the real wholesale price is (for little shops, and you know the chain stores get a better deal).
I've seen some that are priced at $9.99, and I know the cost is more like $3.50. So if they sell it at 30% off, which is a common "sale" on their calico wall, then they're really selling it for the typical double-the-cost retail price.
Wait for a sale, know your brands, be an educated shopper. Most of us are already doing this!