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The State of Specialty NeedleArts 2016

The State of Specialty NeedleArts 2016

State of Specialty Needlearts 2016


Use this study to understand how to grow your needle arts business today. TNNA, the leader of this industry, is pleased to sponsor this essential resource for TNNA's members and the entire fiber arts community. The study includes the results of surveys of fiber arts consumers, retailers, and wholesalers, and an analysis of market size and growth. Hart Business Research produces this unbiased and authoritative study every three years, in 2005, 2007, 2010, 2013, and 2016.

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The study is available for free to TNNA members as an important benefit of their support for this business community. Please log in to download the reports listed below.

If you are not a member, please become a member today or buy the study for $1,200.


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All Needle Arts

Specialty Yarn


Counted Thread and Embroidery (CT&E)


2016 Special Topics

  • Social media use and content preferences
  • Importance of socially and environmentally conscious yarn attributes
  • Product information sources for consumers and retailers
  • Consumer motivations for shopping at independent yarn and needlework shops
  • Consumer motivations for each needle art
  • Helping older consumers return to fiber arts
  • Yarn retailer startup costs, sources of business funding
  • Overlap between traditional retail and wholesale business activities

Survey Baseline Data

Consumers, per segment

  • Participation per needleart, cross-participation
  • Motivations and inspirations
  • Changes in interest per needleart
  • Project types, number, time spent
  • Yarn types used, would like to try this year, why haven’t (also canvases, supplies, fibers)
  • Proficiency per needleart
  • Content use and preferences for print, websites, and social media
  • Learning sources and class preferences
  • Spending levels, per product category, per retail segment, plans
  • Purchase decision making and information sources per product category
  • Feedback for retailers
  • Demographics (age, gender, region)
  • Participation in other crafts

Businesses, per segment

  • Sales and growth per product category
  • Net income, owner income, profitability
  • Number of staff
  • Business challenges
  • Marketing best practices, effectiveness
  • Ordering methods
  • Trade association membership
  • Regional location
  • Retail store size
  • Retailer markup, discounting
  • Retailer number of suppliers, feedback
  • Retailer purchase decision making, information sources
  • Wholesaler number of customers, growth areas
  • Wholesaler inventory sources

For a complete list of topics covered each study year (2005, 2007, 2010, 2013, 2016), see the Needlearts Survey
Topics 2005-2016 Spreadsheet
(in Excel).

Previous Editions

2013 | 2010 | 2007 | 2005

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