House of Fabrics and Fabricland are what I remember as a child from the 70's. The choices were polyester, calico, and some of what I call "utility" fabrics such as muslin, twill, denim, etc.
My mom would take me and I must have quilting and sewing in my blood, because it was the only store that I did not get bored in. I loved to roam the aisles and pet all the fabrics.