Self-Employment in Creative Industries: Marketing Practices and Growth Potential

Introduction. The study of marketing practices and the growth potential of self-employed in creative industries is relevant in connection with the rapid growth in demand for handmade goods due to the trend for individualization of consumption. Self-employed are faced with the need to develop an assortment of quality goods and their promotion, while experiencing a lack of marketing competencies. The aim of the study is to describe the marketing practices of self-employed doing needlework and the tools for business development. Materials and Methods. The study is based on a mixed methodology. In April 2025, an online survey (n = 67) of self-employed doing needlework was conducted. For in-depth analysis, a semi-structured interview was conducted with respondents meeting the target criteria (self-employed status, age 18–35 years, needlework activities). Results. It has been established that self-employed in creative industries use social networks (86%), individual orders (61%) and personal sales (55%) to promote goods. Respondents are in need of additional competencies in the field of marketing and SMM (69%), financial literacy (42%) and raising awareness of state support measures (46%). Plans to expand the business are associated with the increase in activities on social media (61%) and participation in offline events (51%). Discussion and Conclusion. The study results show that self-employed business development is constrained by a lack of professional competencies in marketing and management, which limits the transition from episodic sales to sustainable business. Based on the conclusions, practical recommendations were formulated for authorities and educational institutions, including the creation of a centralized support system, educational marketing programs, expanding sales channels and improving financial literacy of self-employed.