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TNNA Survey Says: How to Get Americans Back to Weaving and Spinning

Posted By India Hart Wood, Hart Business Research, Tuesday, June 28, 2016

TNNA 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.

 

Mentors + Great Content = Fresh Weavers and Spinners

 

Think of all those people in your community who once did weaving or spinning but stopped when careers and kids came along. Now they are in their 40s and 50s and have more time. This is a big new potential market for your business.

 

The 2016 survey of 1,309 weavers and 990 spinners indicates you can lure past participants back with a combination of mentors and great content. Encourage your current spinners and weavers to mentor a friend, relative, or creative associate. Mentors are especially important to spinners. Make sure a wide range of excellent content is available to instruct and inspire via local classes, magazines, books, online videos and tutorials, knowledgeable store staff, and social media such as Ravelry and Facebook. This list is in rough order of importance.

 

Who should you target? Focus on people in their 40s and 50s, empty nesters, people facing illness or stress, and retirees. These people are a great fit with the top reasons why people weave: to be creative, feel accomplished, have a mental challenge, and relax. They are also a great fit with why people spin: to relax, enjoy the feel of fibers, and be creative.

 

Percentage of WEAVERS saying these helped them return to the fiber arts after stopping:

 

Percentage of SPINNERS saying these helped them return to the fiber arts after stopping:

Survey question was “Did any people or resources help you return to the fiber arts?” The graph sums data from the full respondent set. “Mentors only” is “other fiber artists” in the table below. “Content” is all sources listed in the table below excluding “other fiber artists.”

 

Percentage saying these helped them return to the fiber arts after stopping:

 

Weavers

Spinners

Other fiber artists

43%

54%

Local class

28%

25%

Magazines

22%

22%

Other (illness, birth, empty nest, event or group, etc.)

19%

25%

Books

16%

16%

Store staff

14%

18%

Online videos and tutorials

12%

20%

Social media

7%

13%

Online class

5%

6%

Nothing, on my own

33%

31%

Survey question was “Did any people or resources help you return to the fiber arts?” Data is only from those who stopped doing the fiber arts at some point in their lives, 51% of weavers and 45% of spinners.

  • Sources: TNNA Fiber Artist Survey
  • Freshness: Fiber artists surveyed January 25 to February 15, 2016.
  • Respondents: 15,288 U.S. fiber artists

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

Tags:  TNNA Survey Says 

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