Again I thank you, this time for the explanation on 'short interest'. Let me tell you about my wife's shopping experiences at JoAnns. They put out a small ad flyer every 3-4 weeks or so and the "40% off one item" coupon always sends her to JoAnns!
She comes home with more than 1 item every time! She usually averages $15-20 per visit; but she also makes an occasional big purchase every other second month or so. Those times can run any where between $60-$100. The last big purchase was a White sewing machine, around $250.
To back up what someone said here earlier, she said the stores have been getting more crowded over the past couple of years. Apparently they have a better selection than Hancocks, their local competitor. She doesn't go to Hancocks at all anymore, unless JoAnns doesn't have what she needs or is out.
The last time she went to hancocks was over a year and a half ago; so JoAnns must stay in stock pretty good! She visits 2 JoAnns near us; one is 'messier' than the other, but just as crowded. Both were originally Cloth World stores, so maybe the layout is old.