Watts acknowledged that Handi Quilter’s past surveys may skew older due to how they’ve been distributed (via email and taking 45 minutes to complete on average). That raises an important question around whose information hasn’t historically been captured.

Even within the existing data, millions of quilters fall outside that traditional profile. There’s a significant population under age 60 that works full or part-time, and many people begin quilting in their 30s.

Baby Boomers remain the backbone of many quilting businesses. This demographic has a strong preference for in-store shopping, shows deep brand loyalty, and relies on real-world connections to fuel their love of quilting, including store staff members, guilds, and peers.

Gen X represents a pivotal transition group. This demographic shows a high level of digital engagement, is comfortable shopping both online and in stores, and generally is very constrained by time.  This group values efficiency above all. They may want to support local quilt shops, but if store hours don’t align with their schedules, they’ll buy online.

What’s the impact of this younger generation on the market at large? Rather than replacing older quilters, younger generations are reshaping expectations.

They are also deeply self-directed learners who rely on YouTube tutorials, prefer to figure things out independently, and are resistant to aggressive sales tactics. For retailers, this group demands flexibility, including hybrid shopping, efficient experiences that don’t take up too much time, and educational opportunities that meet their schedule.

Younger consumers present the biggest growth opportunity, and the biggest challenge. This demographic is digitally native, price-conscious, and value-oriented, and highly influenced by social proof. They are also often intimidated by quilt shops. Barriers to shopping at independent retailers include unfamiliar terminology and materials, perceived cost, and a lack of beginner-friendly entry points

Watts also explained the quilting journey from a beginner to an advanced hobbyist. Beginners require low-cost entry points, shorter classes, and welcoming environments. Intermediate quilters need skill-building classes, project inspiration, and efficient access to materials. Advanced quilters are looking for a quilting community, high-end tools and products, and new creative challenges.

This study identified a few areas where local retailers may be missing out on opportunities. The first is store accessibility. Store hours that are, for example, 10:00 am – 5:00 pm may exclude working customers, so evening and flexible options can make a difference. Environments that feel unwelcoming can drive new customers away permanently. Shops may want to consider offering smaller, affordable items such as beginner-friendly kits and non-quilting products that ease a new customer’s entry into quilting. And finally, younger shoppers expect contactless payment and fast checkout.

One area that spans all consumer generations now is social media as the primary discovery channel. If a business isn’t visible online, it risks being invisible entirely. The key platforms vary by age, with Facebook reaching older customers and Instagram reaching Gen X and Millennials, and YouTube being critical for learning for everyone.

The date in this study conveys the message to quilt shops to not abandon their core customers, but to expand the ecosystem overall. Growth lies not in replacing one group with another, but in welcoming all of them.

Looking to explore past survey results? Browse the annual surveys from 2025, 2024, 2022, 2021, and 2020.

Abby Glassenberg