In our now annual post about the world of cross stitch in the past and coming year, we look at last years 2020 cross stitch and see just how accurate we were, and look into 2021 and see what might be in store.
Its been somewhat of a crazy year, and whilst we didn’t foresee anything like a virus shutting the world down, we were oddly accurate on our guesses. However, the lockdown across the world made things happen a little faster, and have changed the cross stitch world for good.
Cross Stitch Magazines & Books
For the last few years we’ve mentioned cross stitch magazines and books, and every year, something has happened to prove us right. At first, we thought magazines would become more and more specialized, and with the rise of magazines like XStitch Magazine that came about. Then we foresaw issues with major cross stitch magazines and thought some would be sold off, like the Cross Stitcher was in 2019. But we still thought something was going to happen.
For the last few years, the marketing world has been talking about diminishing advertising return and the lack of investment. However the traditional magazine model relies on advertising, so we thought we would loose magazines this year. And we did. It started off with Cross Stitch Favourites going bust in January, however, the lockdown showed us just how fragile the cross stitch magazine arena is, with both Cross Stitch Crazy and Cross Stitch Gold shutting. We were so sure something like this was going to happen that we managed to break the news before the magazines themselves did.
So what does this mean for 2021? Well, not a great deal. Now that the less stable cross stitch magazines have been forced to end, the rest should be staying with us for the long run. However, the loss of nearly 30,000 readers from popular cross stitch magazines means smaller magazines have a great chance to start showing that they have. I would expect we might hear more about niche magazines, and see larger magazines trying to push the boundaries a little more.
The Rise Of The Small Store Owner
Small store owners have had a really good year. Big box stores and hobby stores have struggled in the lockdown to bring people in, but small store owners, particularly those online have been able to offer their wares out to anyone in the world. In addition, people were bored and went back to hobbies like cross stitch meaning more people than ever wanted their products. We even had to make a list of the best online cross stitch stores at the request of our Facebook followers.
We honestly expect the service that small stores give to become the gold standard in cross stitch, with people sticking with local and small stores for the future.
This, in turn, has given rise to new cross stitch designers. With cross stitch pattern software more accessible than ever and some great resources online, we’ve seen a big increase in new designers coming to platforms like Etsy, giving traditional cross stitch designers a run for their money.
Another big feature this year were the Black Lives Matter protests. At first this might seem totally unconnected to cross stitch, but patterns featuring people are mostly white. Thanks to resources like our skin tone thread colors and hair color threads, we expect to see more and more inclusive patterns, with alternative designs given as standard to include all skin tones.
My estimates on cross stitch software were probably a little too eager. Whilst I still fully think that cross stitch generators will move to online and app forms rather than traditional downloads, I think I was a year early. I think in 2021 we’ll see some seriously good cross stitch apps come out, or at least some forward movement here.
Sadly I think this might come at the cost of some smaller software companies, and as such we’ve seen a steady reduction in them since 2018.
We’ve spoke about ThreadHeaven every year since 2019’s post and the reason for that was its shock exit from the cross stitch world. However, that loss opened up the market, but in an interesting way. Last year we said we thought we’d see less and less people using thread conditioners, and by and large we were right. With the loss of a major brand, we’ve seen people go back to threads without conditioners. This wasn’t quite the same though, and in the last year we’ve seen suggestions that people are starting to look towards the quality of their products.
Our own posts about the best cross stitch needle brands and the best cross stitch fabric brands are now some of the most popular on the site. This trend suggests that people want quality products. This doesn’t necessarily mean high price either, and we pointed out that cheap embroidery threads from brands like CXC are really good quality thanks to their cotton and polyester mix. Its new inventions like this that we think we’ll see more of (although not until 2022), and big brands really trying to get us on their key selling points.
We’ve already seen DMC increase their offering to include the new 35 threads in 2016 and the Etoile threads in 2018 and we expect other brands to try and play catch up.
So that’s what we thought of our 2020 guesses, and our 2021 predictions. Is there something you think we’ll see next year?