The State of Specialty NeedleArts Studies

USA 2005, 2007, 2010*, 2013, 2016


Report Access

State of Specialty NeedleartsAll reports are available for free to TNNA members. Log in to get access. Non-members, see each study year for pricing or become a member today.

* The 2010 study is now free to non-members as a community service from TNNA.


This study will help you grow your needlearts business through understanding current consumer needs and business best practices. TNNA, the leader of the fiber arts industry, is pleased to sponsor this essential business resource for TNNA’s members and the entire fiber arts community. Hart Business Research produces this unbiased and authoritative study for TNNA. The study includes market size estimates and surveys of U.S. needlearts consumers, retailers, and wholesalers. Become a member to get this study and other valuable benefits.


  • Knitters
  • Crocheters
  • Weavers
  • Spinners
  • Needlepointers
  • Cross-stitchers
  • Yarn retailers
  • Needlepoint retailers
  • Cross-stitch retailers
  • Needlearts wholesalers

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), see the Needlearts StudyOverview (in Excel).



The State of Specialty NeedleArts 2016

State of Specialty NeedleArtsThe 2016 study provides survey baseline data (see above) as well as topics of importance in 2016:

    • 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 knitting, crochet, weaving, spinning, needlepoint, cross-stitch, and embroidery
    • Helping consumers return to fiber arts later in life
    • Yarn retailer startup costs, sources of business funding
    • Mixing of traditional retail and wholesale business activities 



The State of Specialty NeedleArts 2013

2013 Survey

The 2013 study provides survey baseline data (see above) and explores topics of
importance in 2013:

  • Social media use and preferences
  • Consumer feedback for retailers
  • Purchase decision making and information sources
  • Product feature preferences for yarn, looms, cross-stitch supplies, needlepoint
  • canvases, fibers
  • Retailer feedback for wholesalers
  • Business best practices for retailers and wholesalers
  • Retailer and wholesaler ratings of marketing method effectiveness


2010 SurveyThe State of Specialty NeedleArts 2010

The 2010 study is now available for FREE as a community service from TNNA as of 1/5/2016. The study provides survey baseline data (see above) and explores topics of importance in 2010:

  • Consumer spending on classes and workshops
  • Use of stash
  • New products wish list and information sources
  • Household income
  • Participation in crafts
  • Retailers: obstacles to growth and profitability, community-building, promotional best practices
  • Wholesalers: owner income, selling direct, inventory sources (make vs. buy), and ordering technology


2007 SurveyThe State of Specialty NeedleArts 2007

The 2007 study provides survey baseline data (see study overview) and explores topics of importance in 2007:

  • How consumers found their favorite shop
  • Project final destinations (give, sell, donate, etc.)
  • Who and what inspired them to start the needlearts
  • Lifetime needlearts interest changes
  • Crafts started and discontinued
  • Income and work type
  • General life activities
  • Retailers: number of customer transactions per day, first-year startup costs, inventory control, number of suppliers, ordering methods, retailer suggestions for sales reps, financial comparison with crafts chains
  • Wholesalers: support programs, startup costs, years to profitability

2005 SurveyThe State of Specialty NeedleArts 2005

The 2005 study provides survey baseline data (see study overview) and explores topics of importance in 2005:

  • Why consumers shop at crafts chains
  • Project styles and attributes
  • What inspires consumers to start a project
  • Needlearts activities beyond projects
  • Crafts and art participation
  • Retailers: owner background, motivations, time spent, business sources of funding
  • Wholesalers: owner age, gender, tenure, motivations, income from business, sources of business skills, business success factors, product design idea sources, manufacturing location, number of suppliers