A big blow to Big Craft
Saying goodbye to Joann
You’ve probably heard the news that’s rocking the craft world: Joann Fabric and Craft Stores—one of the largest big-box craft retailers in the US—has declared bankruptcy (for the second time!) and is shutting down at least 500 of its 800 stores. And likely more after that.
This is a big deal in the crafting community because:
To its loyal customer base, the news represented more than just the decline of a chain that sells yarn, art supplies, sewing machines and fabrics. It also symbolized the demise of a sanctuary for those who find joy in the therapeutic hobby of creation. — NYT
The “demise of a sanctuary” sounds a bit dramatic. But Joann is a big deal and does mean a lot to many crafters. Like this woman quoted in the article:
“My friends who don’t quilt have been texting me to ask, ‘I just heard what happened — are you OK?’” Ms. Clapp said. “And no, I’m not OK. I’m heartbroken.” — the same dramatic NYT article
Joann’s decline
Joann has been around since 1943, starting as a fabric shop in Cleveland before evolving into a national chain. By the 1990s, it expanded beyond fabric into general arts and crafts supplies. I remember going as a kid, and while I’m more of a local store or Michael’s girly myself, I’ve always appreciated its vast selection of fabric, notions, and craft supplies.
But in the last year or so, I’d noticed that my local Joann…wasn’t looking so hot. Empty shelves, messy aisles, and a less than ideal shopping experience. I wasn’t imagining it.
Joann also struggled to maintain inventory, as suppliers became increasingly reluctant to do business with a company that looked in trouble.
"A lot of stores were very shabby," Saunders said. "There were a lot of out of stocks and of course, that just trains customers to go elsewhere." (source)
And on the flip side, some Joann stores had the opposite problem: too much inventory, sitting untouched in cardboard-box purgatory because there weren’t enough employees on the schedule to unpack it.
It’s of course sad—and concerning—to see a stalwart of Big Craft going under, especially as someone co-founding a startup in this space. (I’ll admit that in the appendix of our pitch deck, we have a “Potential Exits” slide where one of the options listed is Big Craft retailer partnership → acquisition and I maaaaay have hurriedly deleted Joann’s logo recently.)
It’s not you (craft), it’s me (brick-and-mortar retail)
Joann’s bankruptcy isn’t a sign that crafting is dying. Plenty of other big-box retailers are struggling—JCPenney, Macy’s, Big Lots, Party City, Walgreens. Theories abound, but the scapegoat here, as always, is millennials. Well, not really. But kinda?
“Inflation and a growing preference among consumers to shop online to find the cheapest deals took a toll on brick-and-mortar retailers in 2024…Last year we saw the highest number of closures since the pandemic. Retailers that were unable to adapt supply chains and implement technology to cut costs were significantly impacted, and we continue to see a trend of consumers opting for the path of least resistance." - Coresight Research CEO Deborah Weinswig
Or, put in other words:
And honestly? I get it. I love the convenience of online shopping. Heck, I spent many years working in e-commerce. Maintaining inventory and staffing for a massive brick-and-mortar store is costly, and consumers have become spoiled by the ease of tapping add to cart and fast shipping.
But you know what’s nearly impossible to shop for online? Fabric.
Color management on screens is notoriously bad, but beyond that—how do you assess drape, stretch, weight and texture from a product photo?
The tactile nature of crafting means having the right tools and materials is key. You want to touch the yarn first to see if it’ll be soft enough for a baby hat. You want to hold a pair of jewelry pliers in your hand before committing. You want to test a marker to see how the ink flows and blends. You want to compare beads in person to see which one best mimics a tiny disco ball for your 1:256 scale dollhouse for a dollhouse (possibly speaking from experience here).
Here in the San Francisco Bay Area, we’re lucky to have incredible local craft stores. But for many crafters in the US:
“Those smaller specialty stores are few and far between. You’ve got to travel to get to one, and not everyone can find them. But almost anybody can get to a Joann.”
— NYT (again, being very dramatic but also kinda right)
And now I will be dramatic with this correction: almost anyone could get to a Joann. 😢
Filling the gap with Practice
I know that many crafters are in mourning, so it may feel a little crass to move on and figuratively dance on Joann’s grave before it’s fleece-lined, bedazzled casket has even been lowered into the ground. But, finding the right materials can be one of the hardest parts of starting a new hobby. And folks who will now be in “craft deserts” need an alternative to start and nurture their creative hobbies.
We have always seen an opportunity for Practice to:
Help crafters discover the best materials & tools (without an endless, overwhelming online hunt)
Connect people with trusted retailers & suppliers (local when possible, online when necessary)
Create a “Wirecutter for Crafting” (curated recommendations for the best quality supplies, so makers don’t waste time and money on the wrong materials)
Joann may be dying, but crafting isn’t. It’s essential. It’s valuable. And we’ll keep finding ways to support it.