Word-of-Mouth Marketing in Retail: 6 Tips for Fabric Stores

Did you know word-of-mouth marketing influences 59–91% of all purchases? In quilt and fabric stores, it often shows up in small, everyday moments.

A successful repair gets mentioned at guild night. 

A customer who loves a class brings a friend next time.

A beautiful fabric pull shows up in someone else’s show-and-tell. 

These moments may feel spontaneous, which is why many owners think of word-of-mouth marketing as something that either happens or doesn’t. In reality, it’s something you can gently shape.

Here’s how to make word-of-mouth marketing in retail a natural, repeatable part of how your store runs.

1. Create Moments People Want To Talk About 

People share moments that make them feel proud, relieved, inspired, or cared for. You can create those moments.

Here are a few examples:

• Think about the first-time quilter who finishes her project and can’t stop smiling. That moment is already special. A photo-ready corner with good lighting and a small sign with your store name gives her an easy way to share it.
• When someone trusts you with their machine and gets it back running smoothly, that relief sticks. A clear explanation of what was fixed, a short handwritten note, or one helpful maintenance tip gives them a reason to mention your shop the next time repairs come up in conversation.
• Helping a customer track down the exact fabric or kit they’ve been searching for feels like a win (and people love sharing wins). Those “you won’t believe what I found” moments travel fast through guilds, classes, and friend groups.

When it comes to creating moments people want to talk about, don’t overlook the small gestures. People remember the thought behind a thank-you note, care instructions tucked into a bag, or a quick follow-up question about how a project turned out. That’s the part they talk about.

Related Read: Retail Customer Experience 101: 8 Best Practices for Fabric Shops

2. Offer Incentives That Fit Naturally

Great service is the foundation. Incentives give people a nudge to act on the good feelings they already have.

Here are some incentives you can offer:

• Bring-a-friend perks: Give a small discount or bonus when someone brings a friend to a class. Two people learning together are far more likely to talk about it later — and post about it, too.
• Referral rewards: Tie referrals to loyalty points or store credit. When customers know there’s a thank-you waiting for them, they’re more likely to mention your shop when someone asks, “Where do you take classes?”
• Early access moments: Let loyal customers preview new fabric collections, kits, or workshops, and invite them to bring someone along. 

3. Make Sharing Online Feel Easy

Word-of-mouth marketing doesn’t stop at the front door. Facebook groups, Instagram posts, and online reviews can introduce new customers to your shop long before they visit in person.

Here’s how you can encourage online sharing:

• Show off finished projects: Encourage customers to post photos of what they made and tag your shop. An incentive — like a small discount on their next class or cut — can be enough to get people posting consistently.
• Ask for reviews at the right time: A follow-up email right after a class, repair, or special order works far better than a generic request weeks later. 
• Feature your customers: Highlighting customer projects in your newsletter or on social media makes that customer feel seen and shows others that your shop has an active, supportive community.

Online visibility builds trust, especially with shoppers who haven’t found you yet.

4. Turn Nice Moments Into Repeatable Habits

Word-of-mouth marketing grows through consistency. The shops that benefit most are the ones that make follow-ups and personal touches part of their regular routine. 

Here’s how you can do that:

• Check in after classes and repairs with a quick, “How did it go?”
• Send a thank-you note and small perk to repeat customers.
• Remind people to share their projects regularly, and feature them when they do.

Over time, these small actions compound. Customers start becoming advocates — the kind who send friends your way without being asked.

5. Let Your Store Function as a Community Space

People talk about places where they feel like they belong. Fabric stores are perfectly positioned to be that type of space, especially when you intentionally invite connection. 

Here’s how you can make your store a community space:

• Host guild nights or open-sew sessions.
• Set up communal tables or project displays that spark conversation.
• Run seasonal challenges or group projects that give people something to work on together.

When customers connect with each other in your store, it becomes part of their routine and social circle. And that’s when word-of-mouth marketing really takes off.

Related Read: How To Start a Quilting Club in Your Fabric Store

6. Keep Track So Nothing Falls Through the Cracks

Behind every good word-of-mouth marketing in retail strategy is some level of organization.

Knowing who took which class, who had a repair done, or who regularly buys certain fabrics helps you follow up in ways that feel personal. 

Here’s how you can stay organized:

• Segment your emails so messages stay relevant.
• Keep notes or reminders for birthdays, big projects, or milestone purchases.
• Use your point of sale (POS) system to track customer history so you can suggest what’s next.

How Like Sew Helps Word-of-Mouth Marketing in Retail

Like Sew is an all-in-one POS system made specifically for fabric stores, with tools that support the kinds of experiences customers naturally talk about.

Instead of adding more tasks to your day, Like Sew helps turn those moments — classes, repairs, and great finds — into repeat visits and referrals through simple, built-in workflows. Here’s how:

• Track referrals and loyalty points so customers are rewarded for bringing friends, without adding extra work for you.
• Email class attendees automatically with gentle prompts to share reviews or post photos of their finished projects.
• Send personalized messages like birthday notes, class reminders, or project milestones that keep your shop top of mind long after they leave.

If you’re curious what this looks like in practice, book a demo today to see how Like Sew supports word-of-mouth marketing.