Business of Craft Season 6 Episode 1 Craft Retail Research Results with Anneliese Johnson

Leanne Pressly and Anneliese Johnson on Business of Craft Season 6 Episode 1


Welcome to Business of Craft, a show designed to help entrepreneurs with fabric or fiber businesses become more successful. Our guests share best practices and teach effective marketing skills, that help crafty business owners learn to grow and scale. Let’s start crafting a better business together!

Today we welcome you to our kickoff for season six of Business of Craft. Leanne and Anneliese present our findings from the 2023 Craft Retailer Research project. The 2023 Craft Retailer Survey organized by Audience Audit and Stitchcraft Marketing included 923 respondents from April to May 2023. Respondents included manufacturers, distributors and retailers of craft products. The research has a margin of error of +/- 3.2 percentage points at a 95% confidence level. Four distinct attitudinal segments emerged among respondents; these are groups of craft business owners who share a set of attitudes. The data that came out of this study is going to inform a lot of the shows we have planned for this season.

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[01:59] Background on the research project, sponsors, and response rate.

[03:27] What are attitudinal surveys and segmentations?

[04:37] Describe the four personas that emerged from the study.

[11:20] Let’s talk about the feedback on D&I, diversity and inclusion.

[13:07] How much do customers spend when they are in a craft shop? Does it change for each persona?

[16:14] What are the most used sales tools by each persona?

[19:22] What are the business challenges facing each persona and what is helping them meet those challenges?

[20:28] Let’s discuss investing in technology for operations.

[22:21] How do the personas view their relationship to manufacturers?

[25:22] Let’s discuss customer service and the personas.

[27:26] Data is not being gathered or used and it should be!

[30:00] Don’t forget about using video, it’s a huge opportunity!

[ 32:22] Key takeaways for Worried Willa

[35:08] Key takeaways for Online Ollie

[36:47] Key takeaways for Confident Chris

[38:38] Key takeaways for Community Casey

Additional Resources

2023 Craft Retailer Research Results

Click Here to download a PDF copy of the 2023 Craft Retailer Research Results Executive Summary