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Who Buys Source

Profiling adults 18+ who did any type of sewing/needlework/knitting/quilting in the past six months:
 

MRI/Mediamark Research & Intelligence, LLC, 2005

Of those adults 18+ who did any type of sewing/needlework/knitting/quilting in the past six months, 84.9% were women and 15.1% were men.

MRI/Mediamark Research & Intelligence, LLC, 2005

Adults 18+ who did any type of sewing/needlework/knitting/quilting in the past six months, by age level: 18-24, 6.9%; 25-34, 13.2%; 35-44, 17.0%; 45-54, 22.7%; 55-64, 18.2%; 65+, 22.0%.

MRI/Mediamark Research & Intelligence, LLC, 2005

Adults 18+ who did any type of sewing/needlework/knitting/quilting in the past six months, by income bracket: $75,000+, 30.1%; $50-74,999, 19.6%; $40-49,999, 10.3%; $30-39,999, 10.4%; $20-29,999, 13.1%; under $20,000, 16.4%.

MRI/Mediamark Research & Intelligence, LLC, 2005

Adults 18+ who did any type of sewing/needlework/knitting/quilting in the last six months, by race: White, 86.4%; Black, 6.2%; Other, 7.3%; Hispanic origin, 8.6%.

MRI/Mediamark Research & Intelligence, LLC, 2005

Adults 18+ who did any type of sewing/needlework/knitting/quilting in the past six months, by region: Northeast, 17.3%; Midwest, 26.9%; South, 33.5%; West, 22.3%.

MRI/Mediamark Research & Intelligence, LLC, 2005

Adults 18+ who did any type of sewing/needlework/knitting/quilting in the past six months, by marital status: Single, 14.2%; married, 62.4%; separated/widowed/divorced, 23.4%.

MRI/Mediamark Research & Intelligence, LLC, 2005

When They Buy Source

National Sewing Month is celebrated each September.

Home Sewing Association, 2005

Monthly sales of stores specializing in sewing and needlework products (3-year average, 2001-2003): January, 7.5%; February, 7.1%; March, 8.5%; April, 7.3%; May, 7.4%; June, 7.0%; July, 7.2%; August, 8.0%; September, 8.4%; October, 10.3%; November, 10.7%; December, 10.6%.

U.S. Department of Commerce, 2004

Why They Buy Source

According to a survey by the American Home Sewing and Craft Association, primary reasons why people sew (multiple answers): Sense of accomplishment, 39%; relaxation, 32%; save money, 31%; creative outlet, 27%; impress people with hand-sewn gifts, 26%; satisfaction of wearing something hand-sewn, 26%; love to sew, 24%; an activity that can be shared with children, 20%; express individual fashion style, 15%; make new friends, 11%.

Home Sewing Association, 2003

A mid-2002 survey by the Craft & Hobby Association determined the most important factors in choosing a particular craft/hobby store (more than one answer possible): Price, 76%; variety of items, 57%; sales, 44%; convenience, 39%; project ideas, 25%; good customer service, 23%; promotions, 22%.

Craft & Hobby Association, 2002


What They Buy Source

According to a survey by the Craft & Hobby Association, the top five craft activities in 2001, based on participation rates: 1. Cross-stitching, 19%; 2. Home decor painting, 15%; 3. (tie) Scrapbooking/memory crafts and floral arranging, 13%; 5. Crocheting, 12%.

Craft & Hobby Association, 2002

Sales mix of products sold at a typical Hancock Fabrics store: Notions and accessories, 33%; home decorating, 24%; fashion apparel fabric, 16%; everyday apparel fabric, 14%; bridal merchandise, 9%; patterns, 4%.

Investor's Business Daily, 2002

Where They Buy Source

Michaels Stores is the largest arts & crafts retailer in the country, with 2004 sales of $3.091 billion (an 8.2% increase over the previous year). The company has approximately 810 stores in the U.S. and Canada, and also operates about 150 Aaron Brothers outlets, primarily on the West Coast, that offer framing and art supplies.

Hoover's, 2005

Jo-Ann Stores (formerly Fabri-Centers of America) is the country's largest seller of fabrics, with 2004 sales of $1.734 billion (up 3.1% from 2003). The company, which also ranks as the second largest craft retailer in the U.S., has some 890 stores, operating under the Jo-Ann Fabrics and Crafts name.

Hoover's, 2005

Hobby Lobby is the third largest arts & crafts chain (behind Michaels Stores and Jo-Ann Stores), generating $1.300 billion in 2003 revenues (12.2% higher than the prior year). The chain operates about 330 stores in 27 states.
 

Hoover's, 2005

Hancock Fabrics is the second largest fabric chain with 2004 revenues of $444 million (a 1.2% increase from the previous year). There are some 430 Hancock stores in 42 states.

Hoover's, 2005

Business Trends Source

Revenues generated by stores specializing in sewing and needlework products totaled $4.516 billion in 2003, a 0.6% decrease over 2002 sales of $4.542 billion. The category's 2001 sales amounted to $4.230 billion.

U.S. Department of Commerce, 2004