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TNNA Survey Says: Where to Promote Needlepoint Canvases

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.

Needlepoint Businesses:
Make sure your canvases appear online and in stores

Make sure the needlepoint canvases you’re selling appear both in stores and online. This applies to brick-and-mortar needlepoint retailers, wholesalers, designers, and others. Today’s needlepointer is equally likely to have first seen a canvas in a brick-and-mortar store display as online. Nearly all needlepoint retailers already market using Facebook, email, and a store blog or website; most post new canvas announcements. If any retailer is not doing this, they should be. As always, take your own look at the data and shape your plans around your customers.

Percentage of needlepointers indicating where they first saw a canvas they purchased:

graph

Survey question was "Where did you first see this canvas?" Online total is 36%. Chart total is 100%.
Question was regarding their most recent canvas purchase, of which 72% was at a brick-and-mortar needlepoint shop and about 24% online.

Percentage of needlepointers indicating source of the social media posting (if they first saw a canvas on social media):

graph

Survey question was "Who posted the canvas you first saw on social media?" Question was regarding their most recent canvas purchase. Chart total is 100%.

  • 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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