The results of the first major survey of needlework consumer buying habits were announced by the internet retail company, Superstitcher (www.superstitcher.com), on 25^th January 2006.  The survey was undertaken to evaluate preferences for designers, to assess buying frequency and to determine how much needlework purchasing is done on the internet.

Over 5,000 surveys were mailed directly to needlework enthusiasts.  Names and addresses were obtained from two sources: 3,033 of these were readers of cross stitching magazines and the remainder were randomly selected from Superstitcher’s customer database.  The results of the study are based on 2,093 completed surveys, a return rate of 42% of the available 5,000 surveys.  18% of the completed surveys were from Superstitcher customers.

These statistics are drawn from the full survey:

•  73% of needlework enthusiasts shop on the internet. Of this group, 79% have internet access at home; 9% shop on the internet from work; a further 8% from a family or friend’s house.
• 53% of those surveyed are doing between ¼ and ¾ of their needlework shopping on the internet.  21% do more than ¾ of their needlework shopping online.
• 40% of those surveyed buy their needlework products monthly.  The split of types of products purchased is as follows: Threads – 26%, Kits – 25%, Fabric – 22%, Charts – 15%, Accessories – 12%.
• DMC was the designer of choice with 25% of the vote.  Anchor was 2^nd with 18% and Janlynn 3^rd with 11%.  Heritage, Designer Stitches, Lavender & Lace, Dimensions and Derwentwater all had 6 to 8% of the vote.
• Aspects relevant to selecting a retailer ranked most important to least important are: Competitive prices; Wide product range; Easy to shop; Fast shipping or immediate delivery of the product; Access to latest designs; Opening times; Availability of useful information; Personal contact; Free gifts.
• Superstitcher customers responding to the survey rated Superstitcher’s service: 93% awarding Superstitcher a 1 or 2 (where 1 = Excellent and 5 = Poor) in the category Fast shipping; 91% awarding Superstitcher a 1 or 2 in the category Wide product range; 89% awarding Superstithcer a 1 or 2 in the category Competitive prices.

Commenting on the survey results, Ruth Kirby, Managing Director of Superstitcher said: “I was surprised by the preference for online shopping and by the levels of internet access at home.  Many of those surveyed are elderly ladies, so-called silver surfers, who are perceived to be a group without computer skills. The survey puts this perception in doubt.  

“As a needlework retailer, we pay attention to the popularity of the designers we represent.  Janlynn’s ranking at number 3 in the UK is particularly interesting as they are an American company, so all their products have to be imported.  They produce wonderful designs and the survey proves how important the quality of design is to the customer.

“I am not surprised that the most important aspect when selecting a retailer is competitive pricing. The needlework market is highly competitive and there is constant pressure on margins with many retailers selling loss leaders in order to gain new customers.

“There was a small section in the survey that asked about Superstitcher’s performance and I was very pleased with the results.  We believe that good quality service is key to retaining customers. The results confirm that our customers appreciate the effort we put into achieving this aim.”

Copies of the full database of results are available from Superstitcher for £25.  Contact Julien Dersy, Survey Project Coordinator at PO Box 951 , GUILDFORD, GU1 9AL or email julien.dersy@superstitcher.com.