I agree, I've yet to come across a store where I am at that is doing the "1/4" yard rip off. I'll have to keep my eyes peeled for this fabric virus, LOL.

Explosive blessings, abundance and inspiration to you all!
- The Creative Seamstress

I personally think this is just a marketing technique to get the buyer thinking they are getting a good deal...Just saying... :)

I have bought fabric from them and their customer service excellent for me....

Sandi

Unit pricing for fabric is not new, it is not underhanded, it is not a marketing 'fool the customer' trick nor a rip off nor a marketing technique to get the buyer thinking they are getting a good deal and it is certainly not a fabric virus.

The reason for it was explained clearly and with precision by QKO in another thread recently. It is a function of the shopping cart software that online websites use. No one is out to get you, trick you, dupe you or scam you. Merchants are not that stupid and they certainly don't think their customers are either! http://www.quiltingboard.com/t-93347-1.htm

they have been selling that way for a number of years...my darling daughter about 5 years ago was on their site...thought she was getting a fabulous deal...ordered what she thought was 15 yards of fabric for 5.95 a yard...surprise surprise...it was 11.90 a yard! some deal. i've only ran across a couple shops who do this and i just avoid them...seems...sneaky-underhanded to me.

I saw a gas station in a tourist area in Maine try that. Their price by the road looked great but..when you got to the pump, it was only for a 1/2 gallon. Needless to say, they changed their ways quickly (and sold the business, I think, too).