The sale is a special '75 yrs in business' sale and only lasts for 2 days. This is the reason you can not buy it online. Many of the stores will already be sold out because quilters watch for this (we do it a couple times a year) and they are waiting at the door when it opened thursday. My store have 18 rolls and by end of day last night, we had 8 left. My advise would be to call your store and ask to have one held for a couple hours (max they can do on a big sale) and run down. The roll is retailed for $229.