With the planned closing of 500 of 800 Joann stores, affected Joann shoppers are most likely to turn to other chain craft stores, mass merchants and e-tailers, according to a survey by Numerator of verified Joann shoppers about what alternatives they might seek.
If Joann was no longer an option, 74% of consumers surveyed by Numerator said they would most likely shift their purchases to chain craft stores such as Michaels or Hobby Lobby. Online alternatives were selected by 44% of respondents, and mass retailers, including Walmart or Target, were selected by 39%. The next most popular destinations where Joann’s no longer operates were independent or local craft or fabric stores, selected by 24%, and dollar or discount stores, selected by 23%.
The products most frequently purchased by respondents who shopped at Joann were sewing/crafting supplies, selected by 79%; fabric by 58%; holiday/seasonal decor by 54%; and home and garden items by 23%.
Other survey results include:
- 80% of Joann shoppers said they were upset about the closure news, with 46% saying they were very upset and 34% saying they were somewhat upset.
- 69% of respondents said a closure of their local Joann store would have a slight to significant impact on them.
- 65% of those surveyed said they shop at Joann because of the good sales or deals. Other reasons: product selection, selected by 65%; the presence of a convenient location, by 50%; good prices, by 49%; and the operation is a trusted retailer/brand name, by 43%.
