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TNNA Survey Says: How to Get Americans Back to Knitting and Crochet

Posted By India Hart Wood, Hart Business Research, Tuesday, July 05, 2016
Updated: 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 Knitters and Crocheters

 

Think of all those people in your community who once knitted or crocheted 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 8,842 knitters and 2,056 crocheters indicates you can lure past participants back with a combination of mentors and great content. Encourage your current knitters and crocheters to mentor a friend, relative, or creative associate. Make sure a wide range of excellent content is available to instruct and inspire via a range of sources: social media such as Facebook and Ravelry, online videos and tutorials, knowledgeable store staff, local classes, magazines, and books. These are in order of importance for knitters and crocheters currently in their 40s.

 

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 three reasons why people knit and crochet: to relax, be creative, and feel accomplished.

 

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

 

Percentage of CROCHETERS 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:

 

Knitters

Crocheters

Age 40s

Other fiber artists

41%

34%

35%

Store staff

21%

8%

15%

Local class

20%

8%

13%

Magazines

17%

18%

12%

Other (illness, birth, empty nest, group, Ravelry, etc.)

17%

15%

13%

Online videos and tutorials

16%

22%

18%

Books

15%

14%

10%

Social media

12%

20%

19%

Online class

3%

3%

3%

Nothing, on my own

35%

43%

41%

Survey question was “Did any people or resources help you return to the fiber arts?” Younger segment consisted of 65% knitters, 20% crocheters, and 15% other fiber arts. Data is only from those who stopped doing the fiber arts at some point in their lives, 51% of knitters and 56% of crocheters.

  • 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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