Kiwis are well known for their number eight wire mentality, and Spotlight has the numbers to show it. Over the past 20 years, Spotlight says it has sold 540,000 cushions, 300,000 costumes, three million buttons and 30 million metres of fabric to New Zealanders.
According to Nielsen research, the DIY and craft activities that are most popular with Kiwis are home baking (55 percent), home renovation or decorating (27 percent), arts and crafts (23 percent) and sewing or dressmaking (14 percent).
Responses weighted by population
|Did some home baking|
|Sewing or dressmaking|
Though technology has changed drastically over the course of 20 years and disrupted many traditional retailers, Spotlight has an advantage.
The internet has provided a way for those passionate about DIY and crafts to connect with one another on social networking sites like Pinterest and share ideas and inspiration.
In 2014, Spotlight launched its online store and now has everything from yarn to curtains available to buy online.
Spotlight spokesperson Eva Daly says the craft community within New Zealand is thriving.
“There are so many incredible craft bloggers out there now, and a wealth of inspirational ideas available across Instagram and Pinterest in particular,” Daly says.
Spotlight itself has a thriving Pinterest account, with over 1000 pins and 7000 followers.
Having a business based around crafts and DIY has put Spotlight in a position to be a great content marketer.
It regularly shares craft ideas with its customers via its social media accounts, such as its #freeprojectfriday, where you can download a PDF of a project and follow it from scratch.
The project lists the materials the person needs to make it and provides simple step-by-step insutrctions.
Although it’s not explicitly said that these should be sourced from Spotlight, the company will be top of mind for the customer considering it’s the one supplying the ideas.
Spotlight also releases a ‘Get creative’ magazine both online and in store with free projects and craft ideas.
The most recent one in March was themed around Easter, including how to make pom pom animals, decorative eggs, floral garland rabbit ears and cupcake decorations.
The online version of the magazine has the products listed down the bottom, with an “add to cart” direct link for customers to click on.
To celebrate the anniversary, Spotlight enlisted the help of craft enthusiast Deborah van Praagh to make three famous Kiwis immortalised in textile art.
Check out Richie McCaw, sir Peter Jackson and Lorde in the photo below.
The Australian owned business opened its first store in New Zealand in Wairau Park in January 1996, and has since expanded to 18 stores across the country.
Daly says the company is honoured to have helped Kiwis be creative for the last 20 years, and is looking forward to what the next twenty brings.