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TNNA Survey Says: How to Get Americans Back to Needlepoint

Posted By India Hart Wood, Hart Business Research, Wednesday, July 06, 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 Needlepointers

 

Think of all those people in your community who needlepointed 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 1,058 needlepointers indicates you can lure past participants back with a combination of mentors and great content. Encourage your current needlepointers to mentor a friend, relative, or creative associate. Make sure a wide range of excellent content is available to instruct and inspire via knowledgeable store staff, local classes, magazines, and social media. The list is in order of importance.

 

Who should you target? 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 needlepoint: to relax, be creative, and feel accomplished.

 

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

Other fiber artists

36%

Store staff

26%

Local class

18%

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

14%

Magazines

10%

Social media

9%

Books

6%

Online videos and tutorials

5%

Online class

4%

Nothing, on my own

39%

Survey question was “Did any people or resources help you return to the fiber arts?” Data is only from the 52% of needlepointers who stopped doing the fiber arts at some point in their lives.

  • 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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