Sewing, knitting and mending swell in popularity amid handicraft boom
5/6/2025
Translation: Katherine Martin
Holes in your favourite jeans? Tear in your sweater? No problem! A needle and thread will sort that out. People in Switzerland are increasingly buying sewing machines, wool and patches. But they aren’t just mending their clothes – they’re creating their own designs too.
More and more people are mending, sewing and designing their own clothes. Since 2018, sales of needlework products such as colourful threads, soft wool and patterned fabrics have been skyrocketing at online retailer Galaxus.
«These days, needlework isn’t just a stopgap solution for clothes in need of repair. For many people, it’s a passion,» says Mickael Höhmann, a Junior Category Business Manager at Galaxus whose remit includes the handicrafts range. «People want to design their own creations, whether it’s a homemade knitted hat, hand-sewn garment or a practical fabric bag.»
The handicraft movement is really flourishing on social media, with users on platforms such as TikTok and Instagram sharing their knitting projects, showcasing their upcycling projects and selling their hand-sewn outfits for kids.
Stitching up over throwing out
Fancy knitting a cute little animal with your little one? How about a macramé key ring? Well, you can buy a needlework kit for just about anything – and most sets include all the necessary equipment. These practical products are very popular with our customers. With a sales increase of 76 per cent, shoppers have been snapping up handicraft sets like crazy over the last year. And the trend’s showing no signs of stopping. Almost 60 per cent more sets were sold in the first quarter of 2025 than in the first quarter of 2024. «These sets are primarily aimed at beginners looking to start their first crochet or knitting projects,» explains Mickael.
The pile of garments in need of repair must’ve been fairly high in the first quarter of this year. Sales of appliqués (patches) for mending trousers, sweaters and other garments, rose by over 90 per cent. The sewing accessories category also saw stark growth, recording a 56-per-cent increase in sales of supplies such as threads, studs and safety pins.
With an increase of 20 per cent, sales of sewing machines aren’t experiencing quite the same upswing. «People who bought sewing machines during the pandemic won’t be replacing them anytime soon. After all, those machines last for a long time,» says Mickael. Wool and thread, i.e. the consumables used for knitting projects and sewing machines, are no longer the main focus of our customers’ attention. Last year, sales of these supplies dipped for the first time.
Needles and thread most popular with middle-aged women
The sales figures seem to confirm the stereotype that men aren’t into needlework. Only a quarter of handicraft products sold on Galaxus are purchased by male customers. The figure has remained stable since 2022; the pandemic was the only time it rose to around 30 per cent.
For the under-24s, sewing, knitting and crocheting seem to be pretty alien pursuits. It’s not until they get older that an interest in handicraft starts to develop. The biggest needlework enthusiasts are customers aged 35–44, who account for 40 per cent of handicraft product sales. In second place is the 25–34 age group.
Vaud’s needlework is on point
The canton of Vaud on Lake Geneva is famous for its excellent wines and imposing mountains, including the 3,210-metre Diableret massif. But did you know that the people of Vaud are Switzerland’s biggest needleworkers? Although the neighbouring canton of Valais has plenty of good wine and high mountains too, its residents are five times less likely to grab a needle and thread than their counterparts in Vaud. This puts Valais at the bottom of the cantonal sales rankings.
Other needlework hotspots include the cantons of Zurich and Appenzell Innerrhoden.
Whether it’s for repairs or DIY fashion design, the increased popularity of sewing, knitting and crochet is more than just a fad. Although sales of wool are losing momentum, there’s a boom in sewing kits, sewing accessories and needles. Evidently, people who discover the joys of needlework stick with their hobby.
Have you caught the needlework bug too? What are you planning on doing with the needles, thread or patches you’ve bought? Let us know in the comments!
Manuel Wenk
Communications Manager
Manuel.Wenk@digitecgalaxus.chAs a Multimedia Producer, preparing multimedia content and knowing about cutting-edge technology is my business. My main focus at digitec is producing videos. I can’t wait to try out new products such as cameras, drones or smartphones as soon as they’re launched. This is where being at the source comes in rather handy. When I’m not working, I’m probably skiing, biking or hiking – the mountains are my place to be.
