For the past decade, the quilt industry has maintained a steady presence with 9 million to 11 million active participants.
At h+h americas 2024 Mark Hyland, CEO of HandiQuilter, presented a summary of the results of the Quilter’s Survey. (See 2020, 2021, and 2022 results.) Data was collected in February 2024. Over 1.8 million quilters were invited to participate via email from leading brands including HandiQuilter, C&T Publishing, Connecting Threads, Shabby Fabrics, Superior Threads, and the American Quilter’s Society (AQS). Study design partners included EY Parthenon and Emperitas.
Over 37,000 quilters responded to the survey which took an average of 66 minutes to complete. Overall, nearly 100 million data points were collected. 93% of the respondents were from the US, 5% from Canada, and 1% from other countries and the responses were well-distributed. As in prior years, no demographic data based on race or ethnicity was shared.
According to Hyland’s presentation of the survey results, the quilt market is expected to reach $5 billion by 2027. There are now 85 million “active creatives” in the US and Canada, representing more than $35 billion in sales. (Active creatives are defined as individuals who have made a creative project in the past 12 months.) There’s an estimated 30 million active sewists in the US and Canada, a decrease since the pandemic years, but the quilt industry continues to have 9-11 million active participants which has been consistent over the past 10 years.
According to the study, the average quilter identifies as female (98%) and is retired (70%) and in her 60s with a household income of $70k or more. The average quilter began quilting regularly at age 48 and considers themselves to be at an intermediate level. After having sewn for an average of 22 years, the average quilter started a first quilt at age 39. They are comfortable with technology and have 10 years of quilt-making under their belt. The average quilter starts 11 projects a year, and finishes 9, spending six hours per week dedicated to working on quilting projects. Most projects are small, such as lap quilts, and are made in a traditional style. 65% of quilters are spending more than six hours per week working on quilts. The average quilter owns four different types of sewing machines.
When it comes to choosing where to shop, average quilters have two preferred places to shop for quilting supplies in general: 61% prefer their local quilt shop and 16% prefer to shop online. On a more granular level, 48% of quilters most frequently shop for fabric at their local quilt shop and 25% shop for fabric online, but for notions online shopping wins out at 36% vs. the 30% who are buying notions locally. When choosing a local quilt shop, the average quilter prioritizes fabric assortment, then location (preferring a shop located within 30 minutes from home), and then the availability of hands-on education and classes.
Overall, there’s a steady upward trend in quilters searching and shopping more online for products and projects. In February 2020, prior to the pandemic, the percentage who answered yes to this question was 24.4%. Of course, it surged upward to 42.2% by February 2021, but that number never fully came down, remaining at 31.8% in February 2024.
New quilters represent 11% of the total quilting population. Quilters prefer free video content on YouTube as a primary source of inspiration, motivation, and education.
The majority of quilters (80%) say they are spending the same or more time and dollars now than they were in previous years, but increasing costs due to inflation are also driving them to use more of their stash rather than replenishing, versus prior years.
Abby Glassenberg
Abby co-founded Craft Industry Alliance and now serves as its president. She’s a sewing pattern designer, teacher, and journalist. She’s dedicated to creating an outstanding trade association for the crafts industry. Abby lives in Wellesley, Massachusetts.
Were quilt shows an option on the questionnaire when asked where they shopped? Sales at quilt shows are down significantly. I feel that statistic will dictate how shows operate and how many decide to forge ahead and not cancel their shows due to lack of attendance. Was there also a question asking why those who sent less were spending less? Was it fabric prices, travel expenses to quilt shows, the costs to attend a quilt show, lack of local quilt shops?
That is an excellent question, Cynthia.
It is so important to keep up with this industry for those trying to make a living in it. I appreciate all the time, expense and energy it takes to conduct this study. And, I appreciate access to the highlights. Thank you for this recap.
I also wonder if the beginners really weren’t filling out the surveys because 1) either they weren’t aware of the surveys or 2) they didn’t feel that they knew enough to do it. A 66 minute long survey is kind of overwhelming. I wouldn’t do it. But, this is valuable information. It seems a bit more optimistic right now than the actual market.
I received the survey multiple times because I’m on most of the email lists mentioned. But I think you’re correct. If you’re not on those lists, you wouldn’t receive it. I don’t think it took me 66 minutes but I do remember it being long. It was multiple choice so a lot of clicking but not writing.
I was thinking the same. The data is already skewed based on individuals willing to fill out a survey for an hour.
If they do an annual survey where are the results for 2023? I think you have missed an entire demographic group of which Ai am not a part of. Younger quilters are not represented in this survey. With the inclusion of social media in our daily lives and the availability of online ordering I think you need to gather information from other suppliers than HQ, Connecting Threads, etc…. I fall into the demographic you are catering too but this is a missed opportunity for you in retail.
We didn’t receive a survey summary in 2023.
What very valuable observation! Great idea.
This is a fantastic look at data for someone interested in started a quilting business! Thank you!
Does anyone know if any further research was done on market shares for long-armers/home-based quilting businesses?
It sounds like the responding quilter’s were individuals scattered across the country . Quilt guilds sometimes have hundreds of members and seem to have a broader range of ages and degree of experience.