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The State of Counted Thread 2013
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The following stuThe State of Specialty NeedleArts 2013dy reports are available to TNNA members for free and to non-members for a fee. If you are a member, just click the links below and log in if prompted. If you are not a member, become a member. To purchase the study, call TNNA at (800) 889-8662 or use this Order Form.

NOTE: Business Tools are available to TNNA members ONLY.


2013 Market Summary (free - start here!)

The market summary describes the size and growth of each needlearts market, retailer financial benchmarks, and key findings to help your business succeed.

Business tools to help you succeed (Tools 25-36 are for counted thread):

  1. Cost-Effective Consumer Marketing

  2. Effective Social Media

  3. Marketing Messages That Drive Sales

  4. Pricing That Makes Money

  5. Store Improvements That Matter

  6. Merchandising for New Sales

  7. Retailer Inventory Management

  8. Retailer Financial Benchmarks

  9. Wholesaler Financial Benchmarks

  10. Wholesalers: Effective Marketing to Retailers

  11. Wholesalers: Supporting Retailer Success

  12. Effective Needlearts Education


Survey results (for data nerds):

Additional Study Resources:

Counted Thread Report Overview

The 2013 study provides ongoing baseline data and fresh survey data regarding issues of importance to the counted thread industry in 2013. A total of 2,979 cross-stitchers and embroiderers, 115 counted thread retailers, and 225 needlearts wholesalers completed surveys in April 2013. This study is produced by Hart Business Research for TNNA.

Baseline Data
Each study year (2005, 2007, 2010, 2013) covers baseline data as well as topics of particular importance for that year. Baseline data includes per-needleart statistics regarding consumer participation, project types and number, time spent, magazine and Web site preferences, spending per product category and per retail segment, demographics; retailer sales, income, profitability, staff, store size; wholesaler sales, income, profitability, and number of customers.

Consumer Topics 2013
Cross-stitcher topics this year include kinds of threads and colors used, fabric counts, use of hand-dyed fabric, where they get their charts and whether they pay for them, purchase decision making, project motivations, project styles, importance ratings of counted thread store features, learning sources and preferences, use of social media, and communications preferences from retailers and manufacturers.

Retailer Topics 2013
Counted thread retailer topics this year include business best practices, cost-effective marketing, types of thread and floss sold, fabric counts sold, thread and floss purchase decision making (including role of price and brand), what younger stitchers are buying, inventory management, pricing and discounts, whether owner received income from store, wholesaler feedback, and business education needs.

Wholesaler Topics 2013
Wholesaler topics this year include business best practices, year business founded, cost-effective marketing, use of social media, marketing methods, percentage of business from trunk shows, trade shows attended, and business education needs.

For a complete list of topics covered each study year (2005, 2007, 2010, 2013), see the Needlearts Study Overview (in Excel).

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