If most quilters realized how much the cost of fabric to the quilt stores has increased this year, they would understand why stores can't offer much more than 20% off. Remember, they have to replace the sold fabric with more expensive fabric to keep the store going.
Many stores get to the point that they just can't continue to do business at today's costs, and end up closing. Then all quilters will find less and less places to purchase fabric from.
everyone is in this money crunch, stores as well as quilters.