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TNNA Survey Says: Where to Promote Cross-stitch Charts

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.

Counted Thread and Embroidery Businesses:
Make sure your charts appear online

Make sure the counted thread charts you’re selling appear online, particularly on retailer websites and social media. Today’s cross-stitchers look online for charts they would like to do, and then buy them online or locally. As always, take your own look at the data and shape your plans around your customers.

Where cross-stitchers first saw the counted thread chart they acquired:


Survey question was "Where did you first see this chart?" Question was regarding their most recent chart purchase.
Online total is 56% for online retailer, social media, and blog or website. Chart total is 100%.
Related data: 85% of CTE retailers surveyed in 2016 said they used Facebook for marketing. 48% had an online store.

Where cross-stitchers most recently obtained a chart:


Survey question was "Where did you most recently purchase or obtain a chart?" 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:

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