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TNNA Survey Says: Where to Promote New Yarns

Posted By India Hart Wood, Hart Business Research, Tuesday, May 17, 2016

State of Specialty NeedleArtsTNNA Survey Says is a biweekly series of articles featuring useful business advice based upon the TNNA State of Specialty NeedleArts 2016 surveys of more than 15,000 fiber artists, retailers, and wholesalers.

Yarn Businesses:
Promote your yarns through touch, staff, and online

Yarn retailers, suppliers, designers, and others should promote their yarns using a range of resources. The most important one is touch: Make sure consumers can touch your yarns, either in a store or elsewhere. Use Ravelry to reach knitters. Make sure local yarn store staff know your yarns. Your yarns should be visible across a range of online media: online stores, websites and blogs, and social media. As always, take your own look at the data and shape your plans around your customers.

Where knitters got information about a yarn they purchased recently:

graph

Survey question was "Regarding your most recent yarn purchase, where did you get information about this yarn?" Online information sources total 76%.
Question was regarding their most recent yarn purchase: 48% was at a brick-and-mortar yarn shop and 25% online.

Where crocheters got information about a yarn they purchased recently:

graph

Survey question was "Regarding your most recent yarn purchase, where did you get information about this yarn?" Online information source total for crocheters is 63%.
Question was regarding their most recent yarn purchase: 16% was at a brick-and-mortar yarn shop and 20% online.

Where weavers got information about a yarn they purchased recently:

graph

Survey question was "Regarding your most recent yarn purchase, where did you get information about this yarn?" Online information source total for weavers is 54%.
Question was regarding their most recent yarn purchase: 36% was at a brick-and-mortar yarn shop and 36% online.

  • Sources: TNNA Fiber Artist Survey, TNNA Needle Arts Retailer Survey
  • Freshness: Fiber artists surveyed January 25 to February 15, 2016. Retailers surveyed February 23 to March 28, 2016.
  • Respondents: 15,288 U.S. fiber artists and 393 U.S. and Canadian yarn and needlework retailers

More information: http://www.tnna.org/?Survey2016

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