Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and Terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Arts and crafts supply revenues to grow steadily over the next five years
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- Figure 1: Total U.S. retail sales of arts and crafts supplies, at current prices with best- and worst-case scenarios, 2007-17
- Influences on making arts and crafts
- Increases in craft site usage could motivate interest in handmade items
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- Figure 2: Monthly Pinterest site visits, April 1, 2012-March 30, 2013
- Art participation linked to higher scholastic, lifetime achievement
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- Figure 3: Incidence of earning a bachelor’s degree and volunteering among low-income students with high vs. low arts involvement, 2009
- The consumer
- Consumers most likely to have made photographic crafts
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- Figure 4: Types of arts and crafts made in the last 12 months, February-March, 2013
- Gifting and personal gain provide motivation for making arts and crafts
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- Figure 5: Reasons for making arts and crafts in the last 12 months, February-March 2013
- Young adults more likely to buy arts and crafts supplies everywhere
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- Figure 6: Where arts and crafts supplies are purchased, by age, February-March 2013
- For most, past year spending on arts and crafts less than $300 regardless of income
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- Figure 7: Money spent for art or craft projects in the last 12 months, by household income, February-March 2013
- Artists and crafters going online for project information
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- Figure 8: Opinions about using the internet for arts and crafts activities, February-March 2013
- Arts and crafts are meaningful and unique, especially to young adults
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- Figure 9: Attitudes toward making arts and crafts, by age, February-March 2013
- What we think
Issues in the Market
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- What kinds of arts and crafts are consumers making?
- What inspires consumers to make arts and crafts?
- Can marketers make arts and crafts work more appealing?
Insights and Opportunities
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- More opportunities for customized digital art
- Monthly craft subscriptions for adults
- Advertising to target older artists, crafters
Trend Application
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- Inspire trend: Objectify
- Inspire trend: Back to the Experts
- Mintel Futures: Human
Market Size and Forecast – Arts and Crafts Supplies
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- Key points
- Arts and crafts supply sales to increase through 2017
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- Figure 10: Total U.S. retail sales of arts and crafts supplies, at current prices, 2007-17
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- Figure 11: Total U.S. retail sales of arts and crafts supplies, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 12: Total U.S. retail sales of arts and crafts supplies, at current prices with best- and worst-case scenarios, 2007-17
Factors Influencing Participation in Arts and Crafts
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- Key points
- Online sharing sites increase enthusiasm for arts and crafts
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- Figure 13: Monthly Pinterest site visits, April 1, 2012-March 30, 2013
- Artistic involvement linked to scholastic achievement
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- Figure 14: Incidence of earning a bachelor’s degree and volunteering among low income students with high vs. low arts involvement, 2009
Arts and Crafts Supplies Segment Performance
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- Key points
- General crafts account for largest share of arts and crafts supplies sales
- Despite lower sales, fine arts are popular among consumers
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- Figure 15: Total U.S. sales of arts and crafts supplies, by segment, 12 months ending June 30, 2011
Retailer Overview
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- Leading arts and crafts supply stores
- Michaels Stores, Inc.
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- Figure 16: Michaels Stores share of revenues, by product category, fiscal years 2010-12
- Jo-Ann Fabric & Craft Stores
- Sewing products
- Non-sewing products
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- Figure 17: 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
Innovations and Innovators
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- Overview
- Subscription arts and crafts service offers creative way to entertain kids
- Colorful Inspiration
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- Figure 18: Kiwi Crate “Stained Glass” Colorful Inspiration project
- Dig Into Dinosaurs
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- Figure 19: Kiwi Crate “Fossil Fun” Dig Into Dinosaurs project
- Growing Gardens
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- Figure 20: Kiwi Crate “Veggie Pot” Growing Gardens project
- Mobile apps introduce more creativity into photography, drawing
- Snap Chop
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- Figure 21: Snap Chop generated example meme, April 2013
- Gifture
- TypeDrawing
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- Figure 22: TypeDrawing tutorial video, May 2012
- Tracing Paper
Marketing Strategies and Initiatives
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- Overview
- Online arts and crafts deals promote personalization
- Alpaca Art
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- Figure 23: Alpaca Art Groupon promotion, March 2013
- Personalized Books R Us
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- Figure 24: Personalized Books R Us Groupon promotion, March 2013
- Art used as a way to promote charitable causes
- Picasso and Chicago
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- Figure 25: Picasso and Chicago email promotion, March 2013
- Earth Day Baby Bump Shower
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- Figure 26: Earth Day Baby Bump Shower email listserv promotion, April 2013
- Michaels Stores show craft work can promote environmentalism
- Re-Purpose: Neighborhood Block Party
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- Figure 27: Michaels Stores Re-Purpose: Neighborhood Block Party how-to video, April 2013
- Re-Purpose: Easy Tee Shirt Transfer
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- Figure 28: Michaels Stores Re-Purpose: Easy Tee Shirt Transfer how-to video, April 2013
- Re-Purpose: Block Party Tables
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- Figure 29: Michaels Stores Re-Purpose: Block Party Tables how-to video, April 2013
- Arts and crafts highlighted in community event promotions
- Claremont Chamber of Commerce
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- Figure 30: Claremont Chamber of Commerce Village Venture Arts & Crafts Faire online ad, October 2012
- Weston Craft Show
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- Figure 31: Weston Craft Fair artisan application online ad, January 2013
Types of Arts and Crafts Made
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- Key points
- Photo albums and gifts the most popular handmade crafts
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- Figure 32: Types of arts and crafts made in the last 12 months, February-March 2013
- Insight: Digital tools may impede the creation of handmade albums
- Nearly half of kids aged 6-11 engage in painting, drawing, or sculpting
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- Figure 33: Activities and hobbies kids age 6-11 participate in, by age, April 2011-June 2012
- Women making most crafts, but more men drawn to woodworking
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- Figure 34: Types of arts and crafts made in the last 12 months, by gender, February-March 2013
- Youngest consumers an ideal target for arts and crafts opportunities
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- Figure 35: Types of arts and crafts made in the last 12 months, by age, February-March 2013
Reasons for Making Arts and Crafts
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- Key points
- Nearly half of artists and crafters making gifts
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- Figure 36: Reasons for making arts and crafts in the last 12 months, February-March 2013
- Youngest crafters see education, income potential in arts and crafts
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- Figure 37: Reasons for making arts and crafts in the last 12 months, by age, February-March 2013
- Figure 38: Income distribution of households, by generation, 2011
Where Arts and Crafts Supplies are Purchased
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- Key points
- Most buy supplies at specialty craft stores, mass merchandisers
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- Figure 39: Where arts and crafts supplies are purchased, by in-store and online, February-March 2013
- Young crafters buy supplies from the widest variety of retailers
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- Figure 40: Where arts and crafts supplies are purchased, by age, February-March 2013
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- Figure 41: Where arts and crafts supplies are purchased, Millennial parents vs. non-Millennial parents, February-March 2013
- Demographics impact how arts and crafts are purchased
Money Spent for Art or Craft Projects
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- Key points
- In past year, most spending less than $100 on arts and crafts
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- Figure 42: Money spent for art or craft projects in the last 12 months, February-March 2013
- Consumers spending little on arts and crafts regardless of income
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- Figure 43: Money spent for art or craft projects in the last 12 months, by household income, February-March, 2013
Arts and Crafts and the Internet
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- Key points
- Opportunity exists to promote online resources for arts and crafts
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- Figure 44: Opinions about using the internet for arts and crafts activities, February-March 2013
- Young adults the most enthusiastic about online arts and crafts offerings
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- Figure 45: Opinions about using the internet for arts and crafts activities, by age, February-March 2013
Attitudes Toward Making Arts and Crafts
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- Key points
- Arts and crafts projects hold sentimental value
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- Figure 46: Attitudes toward making arts and crafts, February-March 2013
- Young adults especially likely to look for meaning in arts and crafts
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- Figure 47: Attitudes toward making arts and crafts, by age, February-March 2013
Impact of Race and Hispanic Origin
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- Key points
- More Hispanics making all types of arts and crafts
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- Figure 48: Types of arts and crafts made in the last 12 months, by race/Hispanic origin, February-March 2013
- Fewer blacks, Hispanics buy supplies from specialty stores
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- Figure 49: Where arts and crafts supplies are purchased, by race/Hispanic origin, March 2013
- Figure 50: Median household income by race and Hispanic origin of householder, 2011
- Blacks and Hispanics more likely to socialize through arts and crafts
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- Figure 51: Attitudes toward making arts and crafts, by race/Hispanic origin, February-March 2013
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- Figure 52: Household size, by race and Hispanic origin, 2012
Cluster Analysis
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- Figure 53: Arts and crafts clusters, February-March 2013
- Sentimental Crafters
- Demographics
- Characteristics
- Opportunity
- Occasional Crafters
- Demographics
- Characteristics
- Opportunity
- Up and Coming Crafters
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 54: Types of arts and crafts made in the last 12 months, by arts and crafts clusters, February-March 2013
- Figure 55: Reasons for making arts and crafts, by arts and crafts clusters, February-March 2013
- Figure 56: Where arts and crafts supplies are purchased, by arts and crafts clusters, February-March 2013
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- Figure 57: In-store vs. online purchases of art or craft supplies, by arts and crafts clusters, February-March 2013
- Figure 58: Money spent for art or craft projects in the last 12 months, by arts and crafts clusters, February-March 2013
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- Figure 59: Opinions about using the internet for arts and crafts activities, by arts and crafts clusters, February-March 2013
- Figure 60: Attitudes toward making arts and crafts, by arts and crafts clusters, February-March 2013
- Cluster demographics
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- Figure 61: Profile of arts and crafts clusters, by key demographics, February-March 2013
- Cluster methodology
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Appendix – Other Useful Consumer Tables
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- Types of arts and crafts made
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- Figure 62: Types of arts and crafts made in the last 12 months, by household income, February-March 2013
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- Figure 63: Types of arts and crafts made in the last 12 months, by generation, February-March 2013
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- Figure 64: Types of arts and crafts made in the last 12 months, Millennial parents vs. non-Millennial parents, March 2013
- Reasons for making arts and crafts
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- Figure 65: Reasons for making arts and crafts in the last 12 months, by gender, February-March 2013
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- Figure 66: Reasons for making arts and crafts in the last 12 months, by household income, February-March 2013
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- Figure 67: Reasons for making arts and crafts in the last 12 months, by race/Hispanic origin, February-March 2013
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- Figure 68: Reasons for making arts and crafts in the last 12 months, by generation, February-March 2013
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- Figure 69: Reasons for making arts and crafts in the last 12 months, Millennial parents vs. non-Millennial parents, February-March 2013
- Where arts and crafts supplies are purchased
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- Figure 70: Where arts and crafts supplies are purchased, by gender, February-March 2013
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- Figure 71: Where arts and crafts supplies are purchased, by household income, February-March 2013
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- Figure 72: Where arts and crafts supplies are purchased, by generation, February-March 2013
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- Figure 73: In-store vs. online purchases of arts and crafts supplies, by gender, February-March 2013
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- Figure 74: In-store vs. online purchases of art or craft supplies, by age, February-March 2013
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- Figure 75: In-store vs. online purchases of art or craft supplies, by household income, February-March 2013
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- Figure 76: In-store vs. online purchases of art or craft supplies, by race/Hispanic origin, February-March 2013
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- Figure 77: In-store vs. online purchases of art or craft supplies, by generation, February-March 2013
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- Figure 78: In-store vs. online purchases of art or craft supplies, Millennial parents vs. non-Millennial parents, February-March 2013
- Money spent for art or craft projects
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- Figure 79: Money spent for art or craft projects in the last 12 months, by gender, February-March 2013
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- Figure 80: Money spent for art or craft projects in the last 12 months, by age, February-March 2013
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- Figure 81: Money spent for art or craft projects in the last 12 months, by race/Hispanic origin, February-March 2013
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- Figure 82: Money spent for art or craft projects in the last 12 months, by generation, February-March 2013
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- Figure 83: Money spent for art or craft projects in the last 12 months, Millennial parents vs. non-Millennial parents, February-March 2013
- Arts and crafts and the internet
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- Figure 84: Opinions about using the internet for arts and crafts activities, by household income, February-March 2013
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- Figure 85: Opinions about using the internet for arts and crafts activities, by race/Hispanic origin, February-March 2013
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- Figure 86: Opinions about using the internet for arts and crafts activities, by generation, February-March 2013
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- Figure 87: Opinions about using the internet for arts and crafts activities, Millennial parents vs. non-Millennial parents, February-March 2013
- Attitudes toward making arts and crafts
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- Figure 88: Strongly agree with attitudes toward making arts and crafts, by gender, February-March 2013
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- Figure 89: Attitudes toward making arts and crafts, by household income, February-March 2013
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- Figure 90: Attitudes toward making arts and crafts, by generation, February-March 2013
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- Figure 91: Attitudes toward making arts and crafts, Millennial parents vs. non-Millennial parents, February-March 2013
Appendix – Arts and Crafts Supplies Sales Segments
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- Figure 92: Total U.S. retail sales of supplies for general crafts, by type, 12 months ending June 30, 2011
- Figure 93: Total U.S. retail sales of supplies for fine arts, by type, 12 months ending June 30, 2011
- Figure 94: Total U.S. retail sales of supplies for paper and memory crafts, by type, 12 months ending June 30, 2011
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- Figure 95: Total U.S. retail sales of supplies for needle crafts, by type, 12-months ending June 30, 2011
- Figure 96: Total U.S. retail sales of supplies for artistic crafts, by type, 12 months ending June 30, 2011
- Figure 97: Total U.S. retail sales of supplies for sewing crafts, by type, 12 months ending June 30, 2011
- Figure 98: Total U.S. retail sales of supplies for jewelry making and bead crafts, by type, 12 months ending June 30, 2011
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- Figure 99: Total U.S. retail sales of supplies for floral crafts, by type, 12 months ending June 30, 2011
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Appendix – Trade Associations
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