Kaley's Knits: Twelve-Month Buyer File Issues

This graph shows the trajectory of the twelve-month buyer file at Kaley's Knits:

Remember, demand increased in the past year, but the housefile was in decline.  Let's look at a rolling twelve month graph of existing buyers (those with a purchase in the past year, and a purchase prior to the past twelve months).

Oh, oh.  What does this graph tell you?