At h+h Americas 2025, Jan Hurwitz, General Manager of Berroco, presented a summary of the results of the Consumer Yarn Survey. This survey is in its third year and its goal is to gain better knowledge across a broad range of knitters, crocheters and yarn enthusiasts about demographics (including age, gender, and employment), buying habits, sources of inspiration and pattern selection, and frequency of knitting and crochet at all skill levels. This year, 6,300 consumers responded to the survey.
The average age of knitters and crocheters who responded to the survey is 58.8, which is slightly up from last year (when it was 58). The average household income is $100,000, also slightly up from last year when it was between $72 K and $ 91.5 K. 51% are retired, up 3% from last year, and 28% are employed full-time, down 3% from last year.
As consumers get older, they spend more. Online spending consistently exceeds in-person spending in most categories. 2025 shows a slight increase in overall spending in comparison to 2024.
Among 34-44 year olds, the average online spend was $81, up from $78 last year. 65-74 years olds also increased their average online spend slightly to $70, from $68 last year.
55-64 year olds have the largest average in-person spend at just over $66. In general, in-store spending increases with age up to age 64.
There’s a clear increase in online spending across all age groups from 2024 to 2025, with the most significant jump in the 25-34 category. There was growth in in-store spending, but slower.
When it comes to completing projects, on average, respondents start 19 projects per year and complete just over 16, an 84% overall completion rate. The youngest age group, age 18-24, starts 17 and completes 13, a 76% completion rate. The 75+ group starts 19 projects per year and completes just over 18, a 96% completion rate.
At Craft Industry Alliance, we collect all available consumer research studies on the crafts industry. Members, access them right here.
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.
As a non resident of the US.
This survey highlighted important information which can be adapted in give direction to our knitting and crochet producers.
How were participants found? Are they only Berroco customers?
Great question. I don’t know, but my guess is that Local Crafts Group also polled their other yarn brands, Knit Picks and Crochet.com.
I especially love the completion rate of those in the 13-19 category. That’s the age group I teach! More than 70%! Then knitters knit more every day than crocheters. What a great survey. I will reference this survey when I need to write about knitting related topics!
Thanks for this article, it’s always interesting to see statistics of our industry. It would have been nice to see the kinds of projects people are making as well. My guess is they are smaller ones, shawls and socks, rather than sweater, given the number of projects they are completing in a year.
I don’t have an LYS within 20 minutes of my home. When I do go to one, I appreciate a wide selection with various price points and a friendly greeting. I like classes and promotion of projects that work with in-house yarn. What causes me to quit an LYS? Owners and staff that aren’t welcoming. Also owners who don’t understand that if I am welcomed to sit and knit with yarn not purchased there, eventually I will start buying there. I get it when people never buy there, but sending out a mass email about it turns away more people who do spend money in the store.
The big wedge for chain stores for the “Where do you shop for yarn?” question is really interesting, especially as JoAnn is now gone. What will happen there, especially if the rumors about Michaels are true?