This was a big change. Our closest hobby lobby is 45 mins away and not close to our grocery shopping stores. I used to like to go in there because their fabric was always 30% off and the 40% coupon was just fun. Now I rarely and I mean rarely go in there. If we have time, I'll check on my phone for their latest ad and if fabric isn't on sale, we don't even stop in. But apparently, this new practice hasn't hurt them - its been going on for over a year.