Probably those lucky enough to be able to shop quilt shops pay more for their material. Just like tools, if it is marked for "quilting", it will cost more. Someone said Walmart had material on sale for $1 this weekend. Hubby & I just got back from there. No $1 sale but I got over $30 worth of pretty good quilting fabric for $3.97/yd. Not the cotton you can see through either. Works for me.