Bernina, Brother and Baby Lock have recent launched new top-of-the-line sewing machines with price tags in the $20,000+ range.

When the new Bernina 990 came out, a local dealer required a $1000 deposit just to attend a launch party to decide whether or not you want to buy the machine. Retailers make a big deal all over social media on congratulating the “lucky” customers who purchase one of these machines. I’m curious – who are these customers? Cottage business owners? Retirees treating themselves? Sewists with a severe form of FOMO?

I personally know of only two people who’ve spent big $$ like this on a machine in the past two years. One friend with arthritis issues purchased a Janome M17 with the lift table to make sewing more comfortable for her. Another friend purchased a computerized HandiQuilter after her husband passed away, so she’d have a way to earn income from home. She now quilts for hire (and does a good job at reasonable prices).

Sadie’s (my Labradoodle) preferred local dealer is sitting on a good-sized inventory of sewing machines. During a recent visit, I toured the back room of the shop. We discussed the new Brother Aveneer and how well the new high end Janome machines were selling. The owner shared his thoughts that potential buyers already have a machine they bought during COVID lock downs. Inflation has definitely impacted customers who typically upgrade to a newer machine every 3 years. They are bringing in existing machines for service & repair versus buying new. (And yes, he has several rows of machines waiting for repair and/or pick-up.) This is what’s keeping his business afloat – not customers who can afford to drop $15-$20k on a sewing machine. Machines that sell are usually priced under $1000.00. In his opinion, sewing machine manufacturers are out of touch with the average customer. He suggested they concentrate on Incorporating more high end features in the mid-level machines rather than adding more bells and whistles to the upper end machines that few people can afford.

Said dealer and other Janome dealers in my area have lowered prices in-store to move inventory. The 9480 now includes a stitch regulator and is VERY attractively priced. The M8 is now only a little more than the 9480, but would require the purchase of a new cabinet because my existing cabinet is too small. I imagine prices will drop even more between now and next spring. So, I’ll continue to play the waiting game. My 8900 is working fine. Besides, other things like working a/c and property taxes have priority right now.