Print Page   |   Sign In   |   Join
The State of Needlepoint 2013
Share |

The State of Specialty NeedleArts 2013

<< Back to Industry Data

The following study 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 13-24 are for needlepoint):

  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:

Needlepoint Report Overview

The 2013 study provides ongoing baseline data (see Topics Covered, above) and fresh survey data regarding issues of importance to the needlepoint industry in 2013. A total of 841 needlepointers, 96 needlepoint 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
Needlepointers topics this year include project preferences for 2013/2014, kinds of fibers and colors used, percentage using stitch guides, barriers to doing more needlepoint (cost, canvas delivery times, etc.), purchasing at trunk shows, canvas purchase decision making (including role of price), project motivations, project styles, importance ratings of needlepoint store features, learning sources and preferences, use of social media, and communications preferences from retailers and manufacturers.

Retailer Topics 2013
Needlepoint retailer topics this year include business best practices, cost-effective marketing, canvas purchase decision making (including role of price), which canvases are popular with younger stitchers, trunk shows, percentage of canvases sold with stitch guides, inventory management, pricing and discounts, percentage of sales from various methods (in-stock, special ordered, trunk shows, online), 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)

<< Back to Industry Data

Sign In