A local quilt shop just went out of business - they started out at 30% off - then 40% off and then 50% off. I bought some fabric at every discount. The last time that I went (50% off) I heard the owner tell a relative that he was now at COST. So, if the fabric is $10 a yard - that means that it cost them $5 a yard. A $5 a yard profit seems excessive to me.