Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources – consumer survey data
- Abbreviations and terms
Executive Summary
-
- 62.5 million consumers made arts and crafts in 2012
-
- Figure 1: The crafting community in the US, by type of craft, 2012
- Participation in arts/crafts leisure hobbies increasing
-
- Figure 2: Numbers of consumers participating in select arts/crafts leisure activities/hobbies, 2009-13
- Young women are the core arts and crafts consumer
-
- Figure 3: Arts and/or crafts made in the last 12 months, by gender and age, October 2013
- Parents twice as likely as the average to make arts and crafts
-
- Figure 4: Types of art and crafts made in the last 12 months, by parents with children and age, October 2013
- One third of crafters make crafts six or more times per year
-
- Figure 5: Frequency of making art and crafts, October 2013
- Majority of consumers make arts and crafts from scratch
-
- Figure 6: Method of making art and crafts, October 2013
- Making arts and crafts to give as gifts is a common motivation
-
- Figure 7: Given handmade art/crafts to family/friends as gifts, by gender and age, October 2013
- Social media is a useful resource for parents
-
- Figure 8: Usefulness of social media posts to making a new art/craft– Useful, by parents with children and age, October 2013
- Half of those with basic skills looking to learn
-
- Figure 9: Reasons for making arts and crafts, by basic skills for making art and crafts, October 2013
- What we think
Issues and Insights
-
- How has the expanded role of the internet changed crafting landscape?
- The issues
- The implication: online resources allow marketers to cater directly to specific needs
- Are there any unique ways to stand out among parents?
- The issues
- The implication: marketing to parents should focus on how crafting is good for them
- How can marketers help expand the core audience?
- The issues
- The implication: there are multiple opportunities to attract less common audiences
- How can marketers engage with less “serious” crafters?
- Issues:
- Insight: consumers are eager to learn
Trend Application
-
- Trend: The Man in the Mirror
- Trend: Objectify
- Mintel futures trend: Old Gold
Size of Consumer Market for Arts and Crafts
-
- Key points
- Participation in some leisure hobbies increases 2009-13
-
- Figure 10: Numbers of consumers participating in select arts/crafts leisure activities/hobbies, 2009-13
- 62.5 million consumers made arts and crafts in 2012
-
- Figure 11: Size of crafting community in the US, 2012
Leading Companies
-
- Leading arts and crafts supply stores
- Michaels Stores, Inc.
-
- Figure 12: Michaels Stores share of revenues, by product category, fiscal years ending 2010-12
- Jo-Ann Fabric & Craft Stores
- Sewing products
- Non-sewing products
-
- Figure 13: Jo-Ann Fabric and Craft Stores sewing vs. non-sewing product share of revenues, fiscal years ending January 2009-11
- Hobby Lobby
- EthnoGraphic Media
- Every Tribe Entertainment
- Hemispheres
- Mardel Christian & Education
- Select local and specialty arts and crafts stores
- Art Fire
- Austin Art Garage
- Dakota Art Stores
- Foursided and Twosided
- Etsy
-
- Figure 14: Etsy monthly sales, November 2009-13
- Figure 15: Etsy user monthly characteristics, November 2009-13
-
- Figure 16: Etsy infographic, November 2009-13
Marketing Strategies
-
- Jo-Ann Stores iPad app helps users discover next project
-
- Figure 17: Jo-Ann Stores iPad App, 2013
- Michaels Stores promotes new product line on Pinterest
-
- Figure 18: Michaels Stores Framed Board, Pinterest, 2013
- Shutterfly ads describe photo books as “the best gift ever”
-
- Figure 19: Shutterfly, “Photo Books Make the Best Gift Ever,” television ad, 2013
-
- Figure 20: Shutterfly, “Cardworthy Holiday Photos,” television ad, 2013
- Etsy coaches users how to succeed
- Target crafts with Celebrity Mommy Ambassador
-
- Figure 21: Target, “DIY Crafts with Soleil Moon Frye,” YouTube Video, 2013
Types of Art and Crafts Made in the Last 12 Months
-
- Key points
- Most arts and crafts made by young women
-
- Figure 22: Types of art and crafts made in the last 12 months, by gender and age, October 2013
- Parents twice as likely to make arts and crafts
-
- Figure 23: Types of art and crafts made in the last 12 months, by parents with children and age, October 2013
- Painting, knitting, and jewelry making frequent activities
-
- Figure 24: Types of art and crafts made in the last 12 months, by frequency of making art and crafts, October 2013
- Knitting and quilting consumers have advanced skills
-
- Figure 25: Types of art and crafts made in the last 12 months, by skill for making art and crafts, October 2013
- Photo albums made with kits, opportunity for more digital sharing
-
- Figure 26: Types of art and crafts made in the last 12 months, by method of making art and crafts, October 2013
- Many arts and crafts consumers engage in multiple types
-
- Figure 27: Types of art and crafts made in the last 12 months, by number of types of arts and crafts made, October 2013
Frequency of Making Art and Crafts
-
- Key points
- One third of crafters make them 6+ times per year
-
- Figure 28: Frequency of making art and crafts, by gender and age, October 2013
- Marketers need to keep consumers with advanced skills interested
-
- Figure 29: Frequency of making art and crafts, by skill for making art and crafts, October 2013
- Room for consumers who use kits to make more arts and crafts
-
- Figure 30: Frequency of making art and crafts, by method of making art and crafts, October 2013
Skill for Making Art and Crafts
-
- Key points
- Few have advanced skills, which means an opportunity for education
-
- Figure 31: Skill for making art and crafts, by gender and age, October 2013
- Those with basic skills make arts and crafts only rarely
-
- Figure 32: Skill for making art and crafts, by frequency of making art and crafts, October 2013
- Opportunity to cross-sell to those with at least intermediate skills
-
- Figure 33: Skill for making art and crafts, by number of types of arts and crafts made, October 2013
Method of Making Art and Crafts
-
- Key points
- Half of crafters make arts and crafts from scratch
-
- Figure 34: Method of making art and crafts, by gender and age, October 2013
- High frequency crafters most likely to make crafts from scratch
-
- Figure 35: Method of making art and crafts, by frequency of making art and crafts, October 2013
- Less-skilled consumers use kits
-
- Figure 36: Method of making art and crafts, by skill for making art and crafts, October 2013
Arts and Crafts Activities
-
- Key points
- Four in 10 crafters give arts and crafts as gifts
-
- Figure 37: Arts and crafts activities, by gender and age, October 2013
- Perhaps surprisingly, parents less likely to give arts and crafts gifts
-
- Figure 38: Arts and crafts activities, by parents with children and age of children, October 2013
- Consumers selling own handmade goods have unique set of needs
-
- Figure 39: Arts and crafts activities, by frequency of making art and crafts, October 2013
- Less-skilled crafters may be afraid to share
-
- Figure 40: Arts and crafts activities, by skill for making art and crafts, October 2013
- Use of kits does not promote experimentation
-
- Figure 41: Arts and crafts activities, by method of making art and crafts, October 2013
- Craft specialists significantly limited in activity
-
- Figure 42: Arts and crafts activities, by number of types of arts and crafts made, October 2013
Usefulness of Arts and Crafts Resources
-
- Key points
- Experimentation most useful way to learn about new arts and crafts
-
- Figure 43: Usefulness of arts and crafts resources, October 2013
- Social media is a useful resource among parents
-
- Figure 44: Usefulness of arts and crafts resources – Useful, by parents with children and age of children, October 2013
- Infrequent crafters not afraid to experiment on their own
-
- Figure 45: Usefulness of arts and crafts resources – Useful, by frequency of making art and crafts, October 2013
- Those with advanced skills still seek useful resources
-
- Figure 46: Usefulness of arts and crafts resources – Useful, by skill for making art and crafts, October 2013
- In-person events should emphasize ways to expand repertoire
-
- Figure 47: Usefulness of arts and crafts resources – Useful, by number of types of arts and crafts made, October 2013
Reasons for Making Arts and Crafts
-
- Key points
- Stress relief, learning something new, and sense of accomplishment leading reasons for making crafts
-
- Figure 48: Reasons for making arts and crafts, by gender and age, October 2013
- Parents motivated by personal benefit
-
- Figure 49: Reasons for making arts and crafts, by parents with children and age of children, October 2013
- Infrequent crafters looking to create something for their home
-
- Figure 50: Reasons for making arts and crafts, by frequency of making art and crafts, October 2013
- Half of those with basic skills looking to learn
-
- Figure 51: Reasons for making arts and crafts, by skill for making art and crafts, October 2013
- Crafters who make a variety of crafts want a sense of accomplishment
-
- Figure 52: Reasons for making arts and crafts, by number of types of arts and crafts made, October 2013
Factors That Encourage Making Arts and Crafts
-
- Key points
- Crafters can be encouraged to craft with right message
-
- Figure 53: Factors that encourage making arts and crafts, by gender and age, October 2013
- Parents open to encouragement
-
- Figure 54: Factors that encourage making arts and crafts, by parents with children and age of children, October 2013
- High-frequency crafters looking for a wider variety of stores
-
- Figure 55: Factors that encourage making arts and crafts, by frequency of making art and crafts, October 2013
- Cost is a universal factor among crafters of all skill levels
-
- Figure 56: Factors that encourage making arts and crafts, by skill for making art and crafts, October 2013
Impact of Race and Hispanic Origin
-
- Key points
- Hispanics are key arts and crafts audience
-
- Figure 57: Types of art and crafts made in the last 12 months, by race/Hispanic origin, October 2013
- Despite more crafting, Hispanics more likely to have basic skills
-
- Figure 58: Skill for making art and crafts, by race/Hispanic origin, October 2013
- In-person instruction from family or friends most relevant to Hispanics
-
- Figure 59: Usefulness of arts and crafts resources – Useful, by race/Hispanic origin, October 2013
- Hispanics see crafts as a way to spend time with family
-
- Figure 60: Reasons for making arts and crafts, by race/Hispanic origin, October 2013
- More encouragement overall for Hispanics
-
- Figure 61: Factors that encourage making arts and crafts, by race/Hispanic origin, October 2013
Appendix – Other Useful Consumer Tables
-
- Types of art and crafts made
-
- Figure 62: Types of art and crafts made in the last 12 months, by generations, October 2013
- Frequency of making arts and crafts
-
- Figure 63: Frequency of making art and crafts, by race/Hispanic origin, October 2013
- Skill for making arts and crafts
-
- Figure 64: Skill for making art and crafts, by method of making art and crafts, October 2013
- Arts and crafts activities
-
- Figure 65: Arts and crafts activities, by generations, October 2013
-
- Figure 66: Arts and crafts activities, by race/Hispanic origin, October 2013
- Method of making arts and crafts
-
- Figure 67: Method of making art and crafts, by number of types of arts and crafts made, October 2013
-
- Figure 68: Method of making art and crafts, by race/Hispanic origin, October 2013
- Usefulness of arts and crafts resources
-
- Figure 69: Usefulness of arts and crafts resources – Useful, by gender and age, October 2013
-
- Figure 70: Usefulness of arts and crafts resources – Useful, by generations, October 2013
-
- Figure 71: Usefulness of arts and crafts resources – Useful, by method of making art and crafts, October 2013
- Reasons for making arts and crafts
-
- Figure 72: Reasons for making arts and crafts, by generations, October 2013
-
- Figure 73: Reasons for making arts and crafts, by method of making art and crafts, October 2013
- Factors that encourage making arts and crafts
-
- Figure 74: Factors that encourage making arts and crafts, by gender, October 2013
-
- Figure 75: Factors that encourage making arts and crafts, by generations, October 2013
-
- Figure 76: Factors that encourage making arts and crafts, by method of making art and crafts, October 2013
-
- Figure 77: Factors that encourage making arts and crafts, by number of types of arts and crafts made, October 2013
- Arts and crafts attitudes by frequency of visiting websites
-
- Figure 78: Arts and crafts activities, by frequency of visiting website, October 2013
-
- Figure 79: Frequency of making art and crafts, by frequency of visiting website, October 2013
-
- Figure 80: Skill for making art and crafts, by frequency of visiting website, October 2013
-
- Figure 81: Method of making art and crafts, by frequency of visiting website, October 2013
-
- Figure 82: Usefulness of arts and crafts resources – Useful, by frequency of visiting website, October 2013
Appendix – Trade Associations
Back to top