Simple But Powerful Pivots to Engage Joann’s Most Loyal Customers

08 Apr Simple But Powerful Pivots to Engage Joann’s Most Loyal Customers

Joann’s recent store closures have sent ripples through the crafting community. For many hobbyists, it wasn’t just a store—it was their go-to place for fabric, yarn, and last-minute project supplies. While change can be daunting, it also opens doors. If you run a quilting, fabric, yarn, or craft business, this is your chance to welcome Joann’s displaced customers into your creative haven. These simple but powerful pivots will make your shop their new favorite business.

Understand Joann’s Loyal Customers  

Before you roll out the welcome mat, let’s get to know the customers you’re hoping to attract. Joann’s clientele reflected a diverse community composed of quilters, garment sewists, DIY crafters, knitters, crocheters, and home décor enthusiasts. What kept them coming back?

• Frequent Discounts: Joann’s was the land of never-ending coupons. Their shoppers love a deal.
• Wide Selection: Whether it was basic cottons, trendy prints, or crafting tools, Joann’s had a little bit of everything for a wide range of crafters.
• Convenience: Big-box stores offered accessibility, predictable hours, and an all-in-one shopping experience.
• Inspiration: Many crafters browsed Joann’s just for ideas, leaving with fabric or yarn they didn’t originally plan to buy (we’ve all been there!).

These displaced Joann’s shoppers need a new creative home—one that meets their needs and offers something special they can’t find at a chain store.

Leverage the “Shop Local” Movement  

With major craft stores closing locations, there’s never been a better time to highlight the benefits of shopping small. Here’s how to make your case:

• Personalized Service: Unlike a big-box store, your shop offers expertise, friendly advice, and a welcoming atmosphere.
• Unique Finds: From indie fabric designers to specialty yarns, your selection is curated by people who love crafting and is not dictated by corporate spreadsheets.
• Community Connection: Position your store as more than just a place to buy supplies—make it a hub for creativity. Think make alongs, special classes, trunk shows, and other fun, exclusive events. Read our tips for Subsidizing Customer Acquisition Cost Through Community Building.

Use your social media, newsletter, and in-store signage to emphasize the benefits of shopping small. Partner with other local businesses for cross-promotions—think discounts at the neighborhood coffee shop with a fabric purchase or a collaborative craft fair featuring multiple makers.

Offer Competitive and Creative Discounts  

Joann’s shoppers were coupon experts. While you may not be able to match their deep discounts, you can provide enticing alternatives:

• Loyalty Programs: Offer a punch card or digital rewards system—something as simple as “Spend $100, get $10 off” can go a long way. Read Customer Retention Through Loyalty Programs and Rewarding Your Best Customers for tips and tricks!
• Bundle Deals: Create themed kits that provide a small discount when purchased together (e.g., a quilting bundle with coordinating fabrics and thread).
• Joann’s Receipt Discount: Encourage visits from former Joann’s shoppers by offering a special discount when they show a Joann’s receipt from the past month.
• Limited-Time Promos: Run “Flash Sale Fridays” or “Secret Discounts” announced exclusively on social media to keep customers engaged. Learn our Secrets for Gift Card Strategies!

Expand Your Selection with Purpose  

While you don’t need to replicate Joann’s entire inventory, it helps to identify the essentials that customers will be searching for. Consider:

• Staple Fabrics + Fibers: Keep a well-stocked selection of solid cottons, batting, and popular prints. Yarn shops should consider whether carrying affordable fibers at lower price points fits their brand narrative.
• Notions and Tools: Make sure you carry quilting rulers, rotary blades, scissors, buttons, zippers, and other must-have tools.
• DIY Kits: Offer beginner-friendly craft kits to make decision-making easy for new customers. Craft kits are very popular among crafters right now!
• Special Orders: If you don’t have an item, offer to order it. This builds customer trust and keeps them coming back.

Build a Welcoming In-Store and Online Community  

Joann’s wasn’t just a store—it was an experience. To make your shop the go-to destination, focus on fostering a community:

• Host “Welcome to Your New Crafting Home” Events: Organize open sew or knit nights, where customers can gather and create together. Read about Turning Your Shop into a Third Space
• Create an Online Space: A Facebook Group or Discord server dedicated to your shop’s community keeps customers engaged between visits. Read about Building Content Communities and Why You Need a Facebook Group (and How to Get Started).  
• Beginner-Friendly Workshops: Many Joann’s customers relied on their classes. Offer small-group workshops to fill this gap.
• Customer Showcases: Highlight finished projects on social media and in-store displays to celebrate your customers’ creativity.

Strengthen Customer Service and Personalization  

With fewer chain stores around, customers will be looking for more than just a transaction—they want a place where they feel known and valued. Stand out by offering:

• Expert Advice: Train staff to help customers pick fabrics and fibers, match colors, substitute yarn gauges and compositions, and troubleshoot project issues.
• Exclusive Products + Services: Consider offering pre-cut fabric options, custom quilt and yarn kits, or a subscription box with curated monthly picks.
• Easy Online Shopping: Even if you’re a small shop, having an online ordering system (even just for local pickup) can be a game-changer.
• Query Your Customers: Ask your customers (in person and on social media) whether they shopped at Joann’s, and what they were shopping for. This should provide insight into their pain points and how your business can address them. 

Position Your Store as the New Go-To for Crafting  

Now that you’ve set the stage, it’s time to spread the word! Marketing your shop as a Joann’s alternative can be as simple as:

• Targeted Social Media Ads: Run local ads aimed at former Joann’s customers, highlighting your shop’s unique offerings. Geofencing ads that target nearby Joann’s locations can help capture those loyal Joann’s customers. Learn more about Programmatic and Geofencing Ads. 
• Engaging Content: Create a blog post or video titled “Why We’re the Best Alternative to Joann’s” and share customer testimonials.
• Collaborate with Influencers: Partner with local makers, quilters, or sewists to showcase your shop and its products. Learn more about How to Work With Influencers!

Embrace the Opportunity

The crafting landscape is shifting, but small businesses have a huge opportunity to fill the gap left by Joann’s closures. By making thoughtful pivots—offering great customer service, creative discounts, and a strong sense of community—you can turn Joann’s loyal customers into your most devoted fans.

Looking for more ways to market your shop? Stitchcraft Marketing is here to help as your full-service agency of crafters for craft-based business; contact us today!