It depends. I just (reluctantly) paid $12.99 for some batik that I needed to finish a project. I use to buy a lot of Joann fabric but in the last year I've gotten away from their material a lot. Since I've been buying Moda, Benartex, Hoffman, etc. I've discovered that I don't care for the quality of Joann's Keepsake brand. I shop a lot online and try to get some bargains but if you want quality fabric you'll have to pay the price.