#knitstagram: the knitting and sewing trend continues

Posts with the hashtag #knitstagram have now generated more than four billion views on Instagram. On its competitor TikTok, #knittok has attracted more than 600 million views. Knitting, crocheting, knotting and sewing are more prominent on social media than ever before, as the handicraft community is presenting their creation – from crocheted tops to knitted balaclavas and knotted macramé dreamcatchers.

The hype is reflected in the sales figures of the online department store Galaxus. Last year, customers bought about 27 times more needles, wool and haberdashery than in 2019. Haberdashery refers to small sewing accessories such as buttons, buckles or zips. In addition, three times more sewing machines, eleven times more sewing machine accessories and eight times more scissors were sold.

«The Covid pandemic kicked off this trend,» says Nina Paukert, who’s in charge of maintaining and expanding the range as Portfolio Development Manager at Galaxus. «When we were suddenly all stuck at home, many discovered or rediscovered arts and crafts.» This is reflected in the sales figures. In 2020, demand multiplied in one fell swoop – and it’s been going strong ever since. «Our customers have stuck with their crafting hobbies,» says Nina. There are also signs of strong growth in the current year (see chart).

«Social media has played a major part in this success,» Nina adds. She goes on to say that Instagram or TikTok offers many people a stage for their handmade items as well as inspiration for new patterns, colours and techniques. Another contributing factor is the growing demand for long-lasting and sustainable fashion. «Making your own clothes is good for the environment and helps people understand the effort and value of an item.» Of course, the pandemic has also changed our shopping habits. Instead of buying wool and thread in a boutique or specialist shop, many people now shop online.

Gen Z is crocheting its way through the web

If we look at the demographics, there are large gender differences on Galaxus. One third of the buyers of sewing and knitting products are men; two thirds are women. The largest age group is 30 to 39-year-olds, followed by 40 to 49-year-olds. The 20- to 29-year-olds, who are generally very present on social media, account for almost a fifth of the purchases.

Do you share your knitted or crocheted creations on social media? Where do you find inspiration? And which products available on Galaxus do you enjoy crafting with most? Join the discussion in the comments section!