I am sure it is hard for small on-line shops to compete with the larger stores, not only on-line, but stores like Jo-Anns and Wal-Mart. I find myself going to fabric.com, connectingthreads.com and thousandsofbolts.com more than anywhere else when I need fabric. I rarely am willing to pay full price for fabric because I know if I search around a bit, I can find it cheaper than full price. I recently needed a couple of yards of a particular fabric. I found the fabric prices ranged from $11.99 at one on-line store to $4.95 (in the clearance section of another on-line store). I obviously went with the less expensive store. Too many smaller places cannot offer their last-year's fabric for such a deep discount, but as a quilter on a budget, I don't feel bad not supporting a quilt store that charges more than another one.