(by Guest Blogger: Beth Byrge, Digital Marketing Assistant)

Even though it is a leading trade show in the soft crafts market, I am willing to bet there are still business owners who haven’t made it to h+h americas yet. So, let’s talk about it!

I’m a content creator and freelance marketer in the craft industry, and I traveled to Rosemont, Illinois in May 2026 to attend for the second time. What are the key takeaways from attending a business-to-business conference like this? There are a few, and no matter what category you are in (shop owner, wholesaler, content creator), there is something for you at this show.

According to a follow up email from Koelnmesse, the organizer of H&H Americas, the 2026 show grew nearly 15% vs. the 2025 show. I attended both, and quite honestly, I can’t imagine missing it in the future. Here are my takeaways.

Jo-Ann’s is still relevant

It might be shocking to hear that a business that hasn’t existed for a year can still be affecting everyone, but it’s true. Almost every conversation I had at the conference alluded to Jo-Ann’s, even if it was a simple “RIP” in passing.

More predominantly, at least half of the State of the Industry keynote panel time was spent on this topic. The panel consisted of Nicholas Bertram (CEO, Michael’s) Erin Love (Owner, Firecracker Fabrics) Natalie Thomas (Designer, Detroit Knots) and Jason Zhao (COO, Kearing). The sentiment that I heard repeatedly was that, while the closure of Jo-Ann’s certainly left a hole, it also left an opportunity. 

The CEO of Michael’s understands that, as the next biggest competitor in this space, they have to step up. He mentioned that every single day, someone asks him when they will be stocking more fabric. They know there is a need and will work to fill it. Additionally, small business owners such as Erin from Firecracker Fabrics need customers to understand that they are not, and never will be, an exact replacement for Jo-Ann’s.

I left the panel feeling cautiously optimistic about the future of big-box craft. I will always support my local shops as much as possible (and I feel most crafters will, as well) but ultimately, this space needs both.

Crafts are a rising trend

All you have to do is walk around the immense h+h floor to recognize that craft is a big and growing industry. The sheer size of the event proves it, on top of its year-over-year growth. While the world is getting faster and technology feels like it is dominating, the truth is that there is a movement towards slower living. Analog bags are trending; new crafters are entering the customer base; and there is a demand for all things crafty despite a slow economy.

Shops who have trouble sourcing products online, or who are off the path for sales reps, have an abundance of choices at h+h. Wholesalers abound and are ready to share their newest products. I do not own a shop, but in 2025, I attended h+h with a client who retails fabric. It was fascinating to watch her source in person. The way she approached product selection and business decisions live, on the show floor, was strategic but also emotional–she could see and feel the product, and talk to the owners and reps in real time. 

Nobody is doing it alone

I love attending classes at h+h because even if I’m slightly familiar with a topic, I benefit from hearing about it from another person. What surprises me, every time, is that these experts are not solo-preneurs running their businesses alone. Everyone outsources some part of their business, whether it is bookkeeping, content creation, or customer service. 

I think small business owners typically feel like they have to reduce costs and take on as many of their tasks as possible. When you attend a conference like h+h americas and have conversations with people, you come to realize that you don’t have to live in a silo and conquer every task. Seeking help, finding collaborators and people with complimentary skills, is a normal part of doing business.

If you’re thinking about bringing on marketing support, book a call with the Stitchcraft team today. We’ll take a look at where your marketing stands, identify opportunities for growth, and help you build a strategy that fits your business and your bandwidth.

Collaboration over Competition

In 2026, I attended h+h University. I chose to follow the Content Creator track, which included classes, programming, and a brand mixer for creators and businesses to mix and match. Over and over again, the instructors and the attendees had the same attitude: we are here to raise each other up, not to compete. 

I think this is a feature that is uncommon in the business world and possibly unique to crafting. There were other people there in similar roles to mine, but I did not feel jealousy or an urge to prove why I was better. I love the craft industry because the community truly helps one another and is generous with their knowledge and insight. Success is not a zero-sum game.

There is no substitute for human interaction

In a post-COVID world, we all know what it’s like to isolate and lose face-to-face human interaction. Zoom and other video chatting services have made it easier to stay in touch, but there is truly no substitute for talking in person. 

On the first day of the conference, I was randomly placed in a roundtable with a few other attendees. We discussed our business struggles and it turned out, I could assist one attendee with an issue.

During the second day of the conference, I was grabbing a quick lunch alone at the bistro bar and a young man sat down next to me. He was wearing a handknit top, so I struck up a conversation. It was his first time (first hour, he had just arrived!) at h+h. He wasn’t sure what to expect. It turned out we had some things in common and even similar thoughts about our businesses.

 Neither one of these experiences would have happened over Zoom. 

That is the power of an in-person conference like h+h americas, and why I will return as many years as I can. Not just because of the educational classes; not because of the opportunity to fan-girl over people like Sarah Hearts or Angela Wolf, but because of the small connections I make with makers from all over the industry. You can’t put a price tag on that.

Note: Stitchcraft Marketing partners with h+h americas on select marketing initiatives and attended the show as an exhibitor. Beth Byrge attended outside of her relationship with Stitchcraft.