Because they have a better quality than you can find at the chains. They normally have time and expertise to help you,and very often classes and demos to inspire you. WalMart and Joanns sales associates might not even sew! And, you don't always have to buy the cheapest thing you can find. There is certainly a reason to purchase from both places, but I'd HATE to see the good quality fabrics go away if that's what I choose to buy. Just as a lot of people like a choice in cars, there should be a choice in fabrics!