Today we gather to review the state of our industry, and to hold a mirror up to ourselves – – for the fun of it.
The 2017 Quilting in America survey just came out.
The main headliners:
- 7-10 million total estimated quilters in the U.S.
- $3.7 billion in total estimated quilting industry spending for 2017. (Holding steady from 2014, which was at $3.76 billion.)
- $442 is the amount the average quilting household spent in 2017. (Up by 48% from 2014.)
The survey found two main groups of quilters: Dedicated Quilters and Under 45 Quilters.
- Average 63 years old
- Well educated (70% went to college).
- Affluent ($95,900 household income).
- Spends average $3,363 per year on quilting.
- 85% prefer traditional style, 37% modern quilting, 20% art quilting.
- Account for 72.2% of total industry expenditures.
- Purchased an average of 99 yards of fabric the last year (Well, this made me laugh. How many quilts can you make out of 99 yards of fabric? Quite a few. Hence, the reason we all have a wonderful stash!!)
Under 45 Quilter:
- Affluent ($98,000 household income)
- Prefer modern quilting
- Websites (75%) and online video (63%) play a stronger role for education and inspiration than total sample
- Blogs are important to this group
- Even though they are employed, they still devote 10+ hours a week to their craft
Some things to consider:
- 97% of Dedicated Quilters are purchasing fabric in person at a retail location. But 66% also purchase online.
- 83% of all quilters will purchase 100% cotton thread (hello Aurifil) in the next 12 months.
- 54% purchase batting in queen size
- In the last year 26% purchased a new sewing machine. Average price $2212.
- 50% of Dedicated Quilters use social media, like Facebook. (Up from 14% in 2014.)
If you are a garment sewist, you have seen some major changes lately as well. Many quilt fabric distributors are now also featuring rayon and denim in their current lines, and often include garment patterns as part of their collections.
CSS Industries, Inc. now owns: Simplicity, McCalls, Butterick and Vogue. That’s a LOT of consolidation. Why? Because new indie designers and pattern makers are basically taking over the industry, and leaving the old brand names in the dust. Those “Under 45-ers” listed above want to sew their own clothes. They want it in their own patterns and in their own sizes.
But the old guard garment industry didn’t realize that patterns as currently packaged are incoherent to someone learning on their own. In the old days, of course, your mom or grandma taught you to sew clothes. That doesn’t happen any more and younger sewists need help. Along came sites like colettepatterns.com. (Patterns that teach, in current trendy designs.)
Furthermore, distribution channels are basically gone for garment fabrics. JoAnn’s, Walmart, Hobby Lobby? Please. If you’re making a Halloween costume, sure. But something you want to wear and spend some time and effort making by hand? Not a chance.
So where does this leave the state of the sewing industry?
In a creative and strong place. With the Nextgen sewists/quilters already on the rise, and technology and social media filling the gaps in learning curves (not to mention our physical curves like cashmerette.com), the industry is poised for change and growth. We seem to be insatiable in our desire to create and to learn and to connect. Social media makes all this possible in fresh ways.
Yet we are still addicted to the feel and touch of fabric, making me believe that we currently have a brick and mortar “hole” to fill. Who will transform the retail and customer experience for us? Who will bring the online and offline advantages together? Consider it a challenge.
And let the sewing games begin. Happy 2018!