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Yesterday's quilter is not today's quilter.
Historically, the average quilter was a retired woman in her mid-60s with disposable income looking for a creative outlet. While older quilters still make up a large portion of your customer base, the demographic is shifting fast. Gen X and Millennials are picking up quilting, and they have different needs.
If those traditional prints aren't moving like they used to, or customers keep asking about sustainable fabrics and modern aesthetics, it's likely because of the demographic shift.
Understanding what's changing helps you adjust your inventory, classes, and marketing without alienating your longtime customers. In this blog, you'll learn about four major demographic changes affecting fabric stores — and what to do about them.
1. Younger Quilters Are Redefining What Sells
You've noticed younger faces in your store, but they browse and leave without buying. Or they follow you on Instagram but never come in. The disconnect isn't your fault — it's that younger quilters shop differently from the start.
Quilting is having a resurgence with younger generations. Social media has made quilting visible and accessible in ways it never was before. Instagram and TikTok showcase modern quilts that look nothing like what their grandmothers made. The pandemic drove a spike in younger people picking up hands-on hobbies, and many stuck with it.
How younger quilters are different:
- They gravitate toward bold geometric prints, low-volume fabrics, and modern color palettes
- Traditional florals and Civil War reproductions hold less appeal
- Patterns come from Instagram and Pinterest before they visit your store
- Digital patterns from independent designers replace paper patterns from major publishers
- Online research and price comparisons happen in store on their phones
- A website, social media presence, and online shop are baseline expectations
The good news? These customers are sewing, buying fabric, and learning how to quilt — they just approach it differently than your traditional customer base.
How to adapt to younger quilters:
- Update your inventory: Stock modern prints alongside traditional fabrics so both aesthetics are represented.
- Expand your color range: Carry solid fabrics in extended color ranges that appeal to contemporary quilters.
- Strengthen your online presence: Update your social media regularly and keep store hours current online.
- Sell online: Add an online shop or showcase new arrivals on your website.
- Diversify your patterns: Stock patterns from independent designers alongside established brands.
- Adjust your classes: Offer shorter, project-focused quilting classes alongside longer workshops.
2. Your Traditional Quilter Base Is Maturing
Your longtime customers aren't buying as much as they used to. Classes that filled up last year now have empty seats. Quilting guild membership is declining, and the quilters who attended every Saturday class now come in less frequently.
It's not that they've stopped quilting — they're just in a different season of life.
How traditional shopper habits are shifting:
- They're not starting as many large projects anymore
- A customer who used to buy backing fabric for queen-sized quilts now focuses on wall hangings and table runners
- They're more selective because substantial fabric stashes already fill their homes
- Less yardage per visit, but higher-quality fabric choices become the norm
- They know exactly what they want and make faster purchasing decisions
How to adapt to traditional quilters:
- Bridge traditional and modern: When a customer reaches for their usual traditional floral, suggest a modern print with a similar color palette or aesthetic. Use the power of suggestion to introduce new trends without abandoning what they came for.
- Expand class times: Offer afternoon and mid-morning class times alongside evening sessions.
- Stock small-project options: Stock small-project fabrics and precuts alongside full yardage options.
- Add delivery or subscription options: Offer fabric subscription boxes or delivery service for customers who come in less frequently but still want curated selections.
- Teach new systems: If you're rolling out SMS marketing or online shopping, show your traditional customers how to use them — some are willing to learn if you walk them through it.
Related Read: Offering a Quilting Subscription Box at Your Store
3. Economic Pressures Are Changing Buying Behavior
Your foot traffic might be steady, but customers are buying less per visit. Full bolts sit while precuts fly off the shelves. Fabric prices have increased, and customers feel it every time they shop.
Project sizes are shrinking across all demographics. A customer who used to make queen-sized quilts now makes lap quilts. Baby quilts gain popularity because they require less fabric.
Fat quarter bundles outsell full cuts — customers try new fabric lines without major commitments. Charm packs and jelly rolls let sewers start projects with smaller investments. Customers wait for seasonal sales instead of buying at full price. Questions about clearance timing come up more frequently. Price consciousness has increased compared to five years ago.
How to adapt to economic challenges:
- Plan sales deliberately: Plan sales strategically and promote them clearly.
- Price smart: Price competitively without undercutting your margin.
- Provide project inspiration: Offer project ideas and patterns that use less fabric.
- Stock strategically: Stock more precuts and bundles alongside traditional cuts.
- Organize your clearance: Keep a clearance section organized and accessible.
Related Read: The Rise of Modern Quilting: What Store Owners Need To Know
4. How To Adapt Without Losing Either Generation
You feel caught between two customer bases with completely different expectations. Stock too much modern fabric and your traditional customers complain. Focus only on longtime quilters and younger sewers walk in, look around, and leave.
The key is balance. Both groups are valuable — you just need to serve them differently.
How to serve both quilter demographics:
- Train your staff to read the room: Some customers want detailed project consultations and fabric recommendations. Others want to grab what they need and go. Your team should adapt their approach based on individual customer needs, not age assumptions.
- Use real data: Your gut feeling about what customers want doesn't always match reality. Use your POS system to see which fabrics move quickly, which classes fill up, and which customer segments drive revenue. Let the numbers guide your inventory and programming decisions.
- Test and adjust: Try new class formats or fabric lines on a small scale. If they work, expand them. If they don't, cut them. You don't need to commit to massive changes all at once.
- Accept that you can't please everyone: Some customers will leave no matter what you do. Focus on serving both demographics well, not perfectly. The goal is growth and sustainability, not universal approval.
Related Read: 24 Key Retail KPIs To Track in Your Fabric Shop
Connect With Every Quilting Customer Using Like Sew
You can't adapt to demographic changes if you're not tracking them.
Like Sew's reporting tools show you exactly what's selling and who's buying it. Track purchase patterns by customer age groups to see how different demographics shop. Monitor which fabric types move fastest to adjust your inventory accordingly. Identify which class formats fill up and which struggle to attract students.
Customer profiles let you record preferences and shopping habits. Note if Jennifer prefers modern prints or traditional florals. Track if Michael buys yardage or precuts. Remember if Susan attends evening classes or weekend workshops. This data helps you stock smarter and market more effectively.
Seasonal buying behavior analysis shows when different customer groups shop most. Some customers buy heavily in January for spring projects. Others shop in September for holiday gifts. Understanding these patterns helps you plan inventory and promotions.
Your customer base will keep evolving. The fabric store owners who succeed are the ones who track changes and adapt quickly.
Ready to see how Like Sew helps you understand your customers better? Use our Build and Price tool to create your custom quilt shop POS solution today.
