Quilting Business Online Marketing Trends and Predictions for 2026: What Actually Matters (and What You Can Ignore)

Tori McElwain
3 hours ago
8 min read

Tori McElwain

Last week, I hosted my annual planning session for quilt industry business owners twice - once with my Digital Marketing Magic Coaching members or DMMC Members, and again with a free public planning session. Same year, same industry, different rooms… and yet, many of the same questions, fears, and pressures came up.

I’ve been reflecting and researching since. There is a lot of information right now. A lot of predictions. A lot of noise about how you should be showing up everywhere, doing everything, adapting instantly, and keeping up at all costs.

And I want to start by saying this clearly:

You do not need to do all the things and definitely not all the things at once.

Online marketing is shifting. Trends are shifting. Search is shifting. But the answer is not to pile more on top of what you’re already doing. The answer is to strengthen the foundation first, especially the things that will still matter a year - or five years - from now.

Let’s talk about what I’m seeing, what I believe will matter most in 2026, and what you can safely stop stressing about.

Stop Trying to Be Everywhere: Marketing Online on One Platform Is Enough

For the past six years, I’ve been repeating the same advice to my clients, friends, and colleagues:

Pick one social media platform and one long-form content platform. This advice hasn't changed.

Trying to be everywhere at once - or even in two or three places consistently - is one of the fastest paths to burnout I see in quilting businesses. I have worked with dozens of quilt industry professionals this year, and I see the same struggle with each one. The FOMO (fear of missing out) and the "shoulding" all over themselves until their business feels impossible.

Social platforms are in constant competition with each other. Their goal is not your sustainability - it’s your attention. They will always encourage you to do more, post more, engage more, and react faster. That benefits them, not you. Your job is not to win social media. Your job is to build a business that lasts.

In 2026, Being Searchable Will Matter More Than Being Loud

With the rise of AI Search and constantly changing algorithms, being searchable is quickly becoming more important than constantly showing up.

This is a big mindset shift.

Visibility is no longer just about posting every day. It’s about being findable when someone is actively looking for help, a pattern, a teacher, or a service.

Which brings me to something I’ll say plainly:

You need a website.

It’s no longer a “nice to have.” If you want your business to last, if you want to sell online, if you want to be discoverable through search and AI tools, a website is foundational. If costs prohibit a full website, an Etsy shop with a free website is an okay combo. If you're paying for an email service provider, many of them, like Mailerlite and Flowdesk, offer landing pages or simple webpages.

Your Website Is the Foundation (Not a “Nice to Have”)

Pick a platform that fits your business model - and then commit to learning how to use it well.

Some quilters love Shopify, but it can be limiting depending on what you sell. Teachers who only sell courses (no kits, patterns, or tools) are loving New Zenler. If you sell multiple types of offers - patterns, classes, services - I still recommend Wix. That’s the platform you’re on right now.

Your website doesn’t need to be perfect. It needs to be clear, credible, and search-friendly.

Sustainable Marketing Means Working With Your Energy, Not Against It

One of the most important shifts I encourage business owners to make is building their business around their energy, not constant hustle.

Yes - there will always be days, weeks, or even a few months where you need to work very hard to get an offer off the ground, build your basics, or create momentum. That’s normal.

But long-term success comes from understanding this:

Getting something started takes more effort than keeping it going.

It’s like Newton’s First Law of Motion—an object at rest stays at rest, and an object in motion stays in motion unless acted upon by an external force. Metaphorically, starting your business takes more energy. Maintaining momentum takes less.

Learning when to push and when to protect your energy matters.

I learned this the hard way - through a year and a half of very little sleep, raising a newborn, working a full-time job, writing a book, and running a coaching business all at once. I could do it for a short period of time. And then I crashed.

Honestly? It’s been over a year, and I’m still recovering.

Don’t do that to yourself.

Prioritize sleep. Prioritize tasks. Put ideas on the back burner. Keep a dream journal. Your business has a lifespan of years, not days. It’s not a fly - it’s a turtle. Slow, steady, and strong.

Practical Ways Quilt Businesses Can Use AI Without Losing Their Voice

AI is already integrated into many tools we use every day. The question is no longer whether to use it, but how to use it responsibly and strategically.

Here are my favorite ways to use AI in my business:

Custom GPTs:
Uploading my own information, interactions, and frameworks allows me to get what I need in fewer queries - saving energy while staying aligned with my voice (I'm thinking we need a masterclass on this).
Research:
AI is exponentially faster than I am at scanning the internet and researching. I often tell it where to look to reduce energy and time. That said, AI is not concerned with truth - it’s concerned with sounding helpful. Always follow cited sources and verify credibility.
Evaluation:
I’ve used AI to analyze my site for clarity and credibility, comparing and pulling language directly from customer reviews and feedback to better reflect how people describe my work.
SEO and AI Search Optimization:
Using a machine to evaluate how another machine may interpret your website is incredibly powerful - especially when paired with human judgment.
Organizing Brain Dumps:
AI helps me outline long-form content and then break it into smaller pieces. It’s still my thinking and my words - it just saves time on the first draft.

A word of caution: audiences are beginning to recognize AI writing patterns. When you use AI, ask it to change as little as possible from your original writing. Watch for hallucinations where it fills in gaps you didn’t intend.

I offered and evalutaion of the two more secure options for AI Chatbots Google's NotebookLM (free with a Google account) and MindPal (paid service). Click Here.

Why Human Voice, Community, and Trust Matter More Than Ever

Connection and community are becoming more important - not less.

In 2026, I’m predicting that many people will increasingly use social media for shopping, not connecting. That makes real community even more valuable.

Live Zoom events, in-person gatherings (you can share pictures of this on social media!), going live as-is or recording unpolished, and showing up with a guest are all examples of being more connection-centric. These moments build trust in ways polished content never can. Plus, isn't it more fun?

I’ve also seen a sharp rise in quilters asking, “Is this real?” before purchasing a pattern or course. I don’t have formal stats on this - but I see it constantly, almost daily. if you’re not building that like, know, trust with quilters, you may not have someone in the comments vouching for you. If you see a post like this and know the designer or teacher (even just in passing), vouch for them. Let’s help each other build trust.

Short-Form Video Is Still Dominant on Social Media, But You Don’t Have to Go All In

Many trend reports are calling short-form video the “queen” (or king) of content - and yes, it’s being heavily pushed across platforms.

If you haven’t ventured into video yet, now is always a good time to start - but only if it doesn’t completely disrupt your marketing.

Not every post needs to be a video.

Starting with a simple series - daily or weekly - is a great way to ease in without overwhelming yourself. I’ll be sharing more suggestions on this soon.

Why “Post Everywhere” Advice Often Backfires

You may hear advice to post more and post in more places - especially with short-form video. I still advise going all-in on one platform.

Many people giving this advice have teams, automation software (that costs a couple hundred dollars), or othrer significant resources. Even with AI support, posting everywhere still requires engagement to build trust. Its un reasonable for you to be able to show up consistently everywhere short-form videos can go.

And posting and ghosting (like when you only post the video and never answer comments or interact on the platform) doesn’t help your business in the long run.

Social Media Is Becoming a Marketplace - Not a Home Base

In-app selling is becoming more common. Meta platforms are starting to feel like marketplaces, and Gen Z especially uses Instagram and TikTok to discover brands and make purchases in the app.

Platforms like Whatnot - essentially a personal QVC-style channel - are also growing.

These tools can be useful, but they should support your business - not replace your foundation. A simple way to take part is by using what you've already established. Connect your shop to your main platform, try live selling by going live on your main platform, and see how your audience (and your energy!) responds.

If this sounds like social torture, go live for community building instead, and periodically let them know where they can purchase from you.

Email Newsletters: Why Story-Driven Newsletters Are Becoming More Powerful

AI can give people information instantly. What people are craving now is story, inspiration, creativity, and human connection. The newsletters that are getting the best open rates statistically (and as a personal observation) lead with stories.

Stories have always been a popular way to communicate and market, but I believe we're seeing a shift in trust, and personal experience-based stories are becoming more essential to build trust and authority with your audience.

A simple story framework you can use:

Set the scene
Teach a lesson
Call to action

Use this in a post on social, in your newsletters, or in a blog post or video.

I’ve also been loving newsletters where quilting businesses are recommending other businesses. These referrals build trust, position you as a leader, and can even support affiliate partnerships.

Tell your readers why something is useful for them. Make it customer-focused: “Look what I found for you.” “You could use this for…” - this customer-centric approach is more powerful than just talking about what you're enjoying, liking, or selling. Plus its more fun to write! Like "hey best friend, guess how I trimmed my flying geese in like 30 minutes last night?! This customer ruler from ____. You can get this ruler, too!"

How Sharing Your Values Builds Trust, Loyalty, and Visibility

Consumers are increasingly aligning their dollars with their values - and AI Search is paying attention to this too. Consider having a values section or page on your website. Share your mission beyond making money.

For example, many of us can agree that our values include creativity, tactile practices, and community.

What’s your mission beyond making money (we’re businesses after all - we don’t exist without money)? You could be doing anything to make more money - what makes you choose the quilting industry?
Your love for fabric art?
To make an impact and help others realize their creative potential?
To raise the quilting industry so more people can know about the crafty you love?
To bring more beauty and inspiration to the world by creating patterns to lower the barrier for others who feel like they can not design their own patterns yet?

Let us know what it is!