That Started....
....In the '80s; the stores got much scarcer. More work, fewer husbands, less time all conspired to make home sewing less commonplace.
And Singer didn't help. While Singer made an excellent product, and backed it quite well, it was an expensive brand. List prices on machines were high, and Singer didn't give anything away.
A case in point from the '70s will show what I mean. In 1975, Singer came out with my favorite Singer product, the Athena 2000, the first electronically-controlled machine for home sewers. It had phenomenal stitch quality, incredible ease-of-use and a "magic" buttonholer that would automatically sew the correct sized basic shirt-type buttonhole for any button dropped into its slot.
List price was $1500 at introduction, though that was soon dropped to $1200. But that $1200 was equal to nearly five grand in today's money. For that, you got the machine and a small box of basic feet, period. If you wanted the fancy buttonholer that did bound buttonholes, or a monogrammer, those were extra. You didn't get a carrying case for that nosebleed-high price. Cabinets were expensive (the TOL cabinet was $400), and if you preferred using your controller as a knee control rather than a foot control, the bracket needed for that was extra, too. The bracket was all of $5 extra, but when you'd just paid $400 for a cabinet (equal to more than $1600 today), it felt like extortion.
Contrast that with my other machine, a TOL Sears Kenmore 1914 from the same year. It was an all-mechanical machine, but it had more stitches built in than the Athena did and it came with more attachments than most home sewers knew what to do with, including the fancy buttonholer and a monogrammer. Made by Japan's Maruzen, it was priced at one-third the price of the Athena, and carried a stronger guarantee.
Singer's pricing policies were created at a time when the brand was absolutely unassailable - if you purchased a machine from anyone else, you were getting something that probably wasn't as good in the first place, and certainly did not have the world-wide network of service and support that Singer did. But those circumstances changed; other brands got much better, and so did their support.
It was Singer's bad judgment and bad luck to be trapped in its short-sighted pricing policies just as the market went South. Within ten years, the Singer Sewing Centers were basically no more. Had they offered better value, they might have fared better, at least with the dwindling number of consumers who were still dedicated to the idea of home sewing.
Interestingly, a lot of independent dealers are faring quite well in today's smaller market, by offering what Singer used to - a showroom, demonstrations, on-site service and sewing classes.