What you need to know

Factors that are motivating purchase in other categories, like sustainability, wellness and nostalgia, are also relevant to the craft category, which helps keep the market engaging for younger consumers. Adults aged 18-34 are some of the most engaged crafters, with more than eight in 10 adults in this age range having worked on a craft project in the past 12 months. Providing novice crafters the inspiration and tools they need, especially on social channels, can help grow this category.


For the purposes of this Report, “arts and crafts” describe projects made by consumers for recreational or commercial purposes, either using a kit or from base materials. In 2020, Mintel adjusted the categories of arts and crafts evaluated to analyze the most relevant projects in the space. Consequently, arts and crafts categories may have changed or have been removed from previous years’ Reports.

In this Report, a Crafter is defined as having worked on one of the following traditional project types in the past 12 months: drawing/coloring, painting, decorating baked goods, making decorations, paper crafts, jewelry making, woodworking, sewing/quilting, knitting/crocheting or tech-related craft projects.

Respondents saw these parentheticals to help define the following terms:

  • Art or craft supplies (eg canvases, stencils, paint)

  • Baking supplies (eg pans, decorative sprinkles)

  • Craft store chain (eg Michaels, Hobby Lobby)

  • Drug store chain (eg CVS, Walgreens)

  • Fashion accessories (eg hat, belt, bag)

  • Home Improvement chain (eg Home Depot, Lowe's)

  • Making decorations (eg wreaths, centerpieces)

  • Mass retailer (eg Walmart, Target)

  • Online-only seller (eg Amazon, Etsy)

  • Paper crafts (eg scrapbooking, die cutting)

  • Sewing or quilting supplies (eg fabric, patterns)

  • Tech-related craft projects (eg 3D printing, electronics)

  • Year-round home décor (eg candles, throw pillows)

Parents are defined by the presence of children aged 0-17 living in the household. Non-Parent data could reflect parents whose children are aged 18+ or parents who do not live with their children.

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