Mac, I never pay full price at "that store". The fabric usually has a percentage off (between 20 and 40%) or, if not, a coupon I can use. That price is ridiculous to me, when quilt shop cottons go for about $10 or $11. I usually shop sale sections online, and pay about $5 per yard. You can also shop at the many destashing groups on Facebook and get good fabric for between $3 and $6 a yard.
Whenever I go to a quilt shop (good fabric), the first place I check is their clearance section. Prices are usually half off.