Table of Contents
Executive Summary
-
- The market: Crafting participation rates are stable
-
- Figure 1: Arts and crafts activities in the last 12 months, July 2007-September 2014
- Women aged 18-34 most likely to craft
-
- Figure 2: Participation in arts and crafts in the last 12 months
- Retailers: Expansion plans demonstrate continued interest in crafting
-
- Figure 3: Arts and crafts stores shopped at in the last three months, July 2007-September 2014
-
- Figure 4: Retail destinations for art and craft materials, November 2014
- Innovations and innovators
- Marketing strategies
- The consumer
- Photo projects are the most popular type of craft
-
- Figure 5: Top five types of arts and crafts made in the last 12 months, November 2014
- Male crafters spend more than average on craft materials
-
- Figure 6: Dedication to crafts in the last 12 months – Median dollar amount spent on art/craft projects, by gender and by age, November 2014
- Crafters inspired by Pinterest and craft magazines
-
- Figure 7: Top resources for craft ideas and inspiration, November 2014
- Crafters just want to have fun
-
- Figure 8: Top motivations for making arts/crafts, by gender, November 2014
- What we think
Issues and Insights
-
- How can marketers convert browsers into crafters?
- The issues:
- The implications:
- Is DIY shifting from a necessity back to optional in the growing economy?
- The issues:
- The implications:
- Can engaging boys increase the number of men interested in crafting?
- The issues:
- The implications:
Trend Application
-
- Trend: Play Ethic
- Trend: Click and Connect
- Trend: Survival Skills
The Market
-
- Key points
- Crafting participation holding relatively steady, overall
-
- Figure 9: Arts and crafts activities in the last 12 months, July 2007-September 2014
- Figure 10: Needlearts enthusiast market size and spending, 2013
- Michaels and Hobby Lobby experience growth
-
- Figure 11: Arts and crafts stores shopped at in the last three months, July 2007-September 2014
- Traditional crafting popular with kids aged 6-11
-
- Figure 12: Toys and games kids own or use, May 2005-June 2014
-
- Figure 13: Toys and games kids own or use, May 2005-June 2014
- Figure 14: Kids’ tablet use, by gender and age, April 2013-June 2014
- Pinterest pushes craft market forward
-
- Figure 15: Number of unique US visitors to Pinterest from January 11- October 14 (in millions)
Retailer Overview – Brick-and-mortar Retailers
-
- Key points
- Michaels Stores Inc.
- Company overview
-
- Figure 16: Michaels Stores share of revenues, by product category, fiscal years ending 2011-13
- Figure 17: Michaels store count at end of fiscal years 2009-13
- Competitive analysis
- Jo-Ann Fabric and Craft Stores
- Company overview
- Competitive analysis
- Hobby Lobby Stores Inc.
- Company overview
- Competitive analysis
Retailer Overview – Online Enterprises
-
- Key points
- Etsy
- About
- Impact on crafters
-
- Figure 18: Etsy email, December 2013
- About
-
- Figure 19: Pinterest website traffic, December 2013-November 2014
- Impact on crafters
- Craftsy
- About
Innovations and Innovators
-
- Craftwell eBrush
-
- Figure 20: Craftwell eBrush: A brief demonstration video, June 2014
- OttLite Craft Caddy Lamp
- Renegade Handcrafted CB2 Collection
- Brother International Corporation ScanNCut machine
-
- Figure 21: Brother™ ScanNCut Feature: Direct Cut and Scanning, September 2014
- 3-D Printing
-
- Figure 22: Shapeways, “How 3-D Printing Works,” 2014
-
- Figure 23: Crayon Creatures, 2014
- Craft trends
- Upcycling
- Personalization
- Function over form
- Cake decorating
Marketing Strategies
-
-
- Figure 24: Brand analysis of key retailers
-
- Figure 25: Social media followers by platform, November 2104
- Michaels Stores
-
- Figure 26: Michaels email ad, April 2014
- Online initiatives
-
- Figure 27: Michaels Instagram page, April 2014
- Jo-Ann Fabric and Craft Stores
-
- Figure 28: Project Runway Threads Premiere TV ad, October 2014
- Online initiatives
-
- Figure 29: Jo-Ann Stores mobile app, April 2014
- Hobby Lobby
- Online initiatives
-
- Figure 30: Hobby Lobby email landing page, April 2014
- Walmart
- Online initiatives
- Opportunities for other retailers
-
Types of Arts and Crafts Made in the Last 12 Months
-
- Key points
- A variety of craft types are popular with consumers
-
- Figure 31: Any arts and crafts made in the last 12 months, November 2014
- Women more likely than men to make crafts
-
- Figure 32: Types of arts and crafts made in the last 12 months, by gender, November 2014
- 18-34s more likely to craft
- Parents and larger households more likely to make arts and crafts
-
- Figure 33: Types of arts and crafts made in the last 12 months, by age of children in household, November 2014
- Figure 34: Any arts and crafts made in the last 12 months, by household size, November 2014
- Household income not a driver for craft participation
-
- Figure 35: Any arts and crafts made in the last 12 months, by household income, November 2014
Involvement in Arts and Crafts
-
- Key points
- Women more likely to have crafted as children
-
- Figure 36: Involvement with arts and crafts, by gender, November 2014
-
- Figure 37: Toys and games kids own or use, by gender, April 2013-June 2014
- Childhood crafting in and out of the classroom
-
- Figure 38: Involvement with arts and crafts, by household income, November 2014
Money Spent on Arts and Crafts
-
- Key points
- Advanced crafters and male crafters spend more than average
-
- Figure 39: Dedication to crafts in the last 12 months – Separate art/craft projects worked on, by skill level, November 2014
-
- Figure 40: Dedication to crafts in the last 12 months – Median dollar amount spent on art/craft projects, by skill level, November 2014
- Male crafters spend more than women
-
- Figure 41: Dedication to crafts in the last 12 months – Median dollar amount spent on art/craft projects, by gender and by age, November 2014
-
- Figure 42: Dedication to crafts in the last 12 months – Median dollar amount spent on art/craft projects, by presence and age of children in household, November 2014
Duration of Involvement in Arts and Crafts
-
- Key points
- Engaging longtime crafters
-
- Figure 43: Length of involvement, by presence of children in household, November 2014
Retailers Shopped for Arts and Crafts Materials
-
- Key points
- Preferred retail destinations
-
- Figure 44: Retail destinations for art and craft materials, by gender, November 2014
- Figure 45: Arts and crafts stores shopped at in the last three months, July 2007-September 2014
Arts and Crafts Purchasing Behaviors
-
- Key points
- Female crafters looking for a good deal
- Loyalty programs could be improved
- Male crafters likely information seekers
-
- Figure 46: Shopping behaviors for arts and crafts in-store, by gender, November 2014
The Crafting Experience
-
- Key points
- Craft inspiration
- Crafters most inspired by Pinterest
- Men find inspiration in home improvement
-
- Figure 47: Home Depot Pinterest page, January 2014
- Figure 48: Resources for craft ideas and inspiration, by gender, November 2014
- Motivation
- Crafting: fun for all ages
-
- Figure 49: Motivations for making arts/crafts, by gender, November 2014
-
- Figure 50: Michaels email landing page, April 2014
- Crafting as stress relief
- Parents want kids to express creativity
-
- Figure 51: Motivations for making arts/crafts, by gender, November 2014
- Longtime crafters see all the benefits of crafting
-
- Figure 52: Motivations for making arts/crafts, by duration of involvement, November 2014
- Location of craft making
- Few crafters work in a dedicated crafting space
-
- Figure 53: Location of craft making, by gender, November 2014
- Crafting is typically solo, potential to promote more social aspects
Impact of Race and Hispanic Origin
-
- Key points
- Furniture and home décor popular craft types for Hispanics
-
- Figure 54: Types of arts and crafts made in the last 12 months, by race/Hispanic origin, November 2014
- Hispanic crafters spend more than average
-
- Figure 55: Dedication to crafts in the last 12 months – Money spent on art/craft projects, by race/Hispanic origin, November 2014
- Whites more likely to be long-term crafters
-
- Figure 56: Length of involvement, by race/Hispanic origin, November 2014
- Hispanics less likely to shop in specialty craft stores
-
- Figure 57: Retail destinations for art and craft materials, by race/Hispanic origin, November 2014
- Hispanics looking for high-quality craft materials
-
- Figure 58: Shopping behaviors for arts and crafts in-store, by race/Hispanic origin, November 2014
- Black consumers look to HGTV for inspiration
-
- Figure 59: Resources for craft ideas and inspiration, by race/Hispanic origin, November 2014
Consumer Segmentation
-
- Segmentation overview
-
- Figure 60: Crafting segments and characteristics, November 2014
-
- Figure 61: Crafting segments, November 2014
- Heavy Crafters
- Definition and demographics
- Characteristics
- Opportunity
- Casual Crafters
- Definition and demographics
- Characteristics
- Opportunity
- Large Project Crafters
- Definition and demographics
- Characteristics
- Opportunity
- High Output Crafters
- Definition and demographics
- Characteristics
- Opportunity
- Mid-Low Budget Variety
- Definition and demographics
- Characteristics
- Opportunity
- Segment demographics
-
- Figure 62: Crafting segments by gender, age, household income, primary residence, November 2014
- Segment characteristics
-
- Figure 63: Type of art/craft made most often, by crafting segments, November 2014
-
- Figure 64: Shopping behaviors for arts and crafts in-store, by crafting segments, November 2014
-
- Figure 65: Resources for craft ideas and inspiration, by crafting segments, November 2014
-
- Figure 66: Length of involvement, by crafting segments, November 2014
Appendix – Other Useful Consumer Tables
-
- Participation in arts and crafts
-
- Figure 67: Arts and crafts activities in the last 12 months, by gender, August 2013-September 2014
-
- Figure 68: Arts and crafts activities in the last 12 months, by age, August 2013-September 2014
-
- Figure 69: Arts and crafts activities in the last 12 months, by race/Hispanic origin, August 2013-September 2014
-
- Figure 70: Arts and crafts activities in the last 12 months, by household income, August 2013-September 2014
-
- Figure 71: Toys and games kids own or use, by age, April 2013-June 2014
-
- Figure 72: Toys and games kids own or use, by gender and age, April 2013-June 2014
-
- Figure 73: Toys and games kids own or use, by race/Hispanic origin, April 2013-June 2014
- Hobbies and leisure time
-
- Figure 74: Video games, by demographics, April 2013-June 2014
-
- Figure 75: Free time, by demographics, April 2013-June 2014
-
- Figure 76: Hobbies/activities, by gender, April 2013-June 2014
-
- Figure 77: Hobbies/activities, by age, April 2013-June 2014
-
- Figure 78: Hobbies/activities, by gender and age, April 2013-June 2014
-
- Figure 79: Hobbies/activities, by race/Hispanic origin, April 2013-June 2014
-
- Figure 80: Electronics, by gender, April 2013-June 2014
-
- Figure 81: Electronics, by age, April 2013-June 2014
-
- Figure 82: Electronics, by gender and age, April 2013-June 2014
-
- Figure 83: Electronics, by race/Hispanic origin, April 2013-June 2014
-
- Figure 84: Tablet use, by demographics, April 2013-June 2014
-
- Figure 85: Tablets use, by gender, April 2013-June 2014
-
- Figure 86: Tablet use, by age, April 2013-June 2014
-
- Figure 87: Tablet use, by gender and age, April 2013-June 2014
-
- Figure 88: Tablets, by race/Hispanic origin, April 2013-June 2014
-
- Figure 89: Tablets activities, by gender, April 2013-June2014
-
- Figure 90: Tablets activities, by age, April 2013-June2014
-
- Figure 91: Tablets activities, by gender and age, April 2013-June2014
-
- Figure 92: Tablets activities, by race/Hispanic origin, April 2013-June2014
- Types of arts and crafts made
-
- Figure 93: Types of arts and crafts made in the last 12 months, November 2014
-
- Figure 94: Types of arts and crafts made in the last 12 months, by age, November 2014
-
- Figure 95: Types of arts and crafts made in the last 12 months, by gender and age, November 2014
-
- Figure 96: Types of arts and crafts made in the last 12 months, by race/Hispanic origin, November 2014
-
- Figure 97: Types of arts and crafts made in the last 12 months, by household income, November 2014
-
- Figure 98: Types of arts and crafts made in the last 12 months, by presence of children in household, November 2014
-
- Figure 99: Types of arts and crafts made in the last 12 months, by household size, November 2014
- Type of art/craft made most often
-
- Figure 100: Type of art/craft made most often, November 2014
-
- Figure 101: Type of art/craft made most often, by gender, November 2014
-
- Figure 102: Type of art/craft made most often, by age, November 2014
-
- Figure 103: Type of art/craft made most often, by crafting segments, November 2014
- Involvement with arts and crafts
-
- Figure 104: Involvement with arts and crafts, November 2014
-
- Figure 105: Involvement with arts and crafts, by age, November 2014
-
- Figure 106: Involvement with arts and crafts, by gender and age, November 2014
-
- Figure 107: Involvement with arts and crafts, by race/Hispanic origin, November 2014
-
- Figure 108: Involvement with arts and crafts, by household income, November 2014
-
- Figure 109: Involvement with arts and crafts, by frequency of crafting, November 2014
-
- Figure 110: Involvement with arts and crafts, by skill level, November 2014
-
- Figure 111: Involvement with arts and crafts, by crafting segments November 2014
-
- Figure 112: Involvement with arts and crafts, by crafting segments, November 2014
- Dedication to arts and crafts
- Separate art/craft projects worked on
-
- Figure 113: Dedication to crafts in the last 12 months, November 2014
-
- Figure 114: Dedication to crafts in the last 12 months – Separate art/craft projects worked on, November 2014
-
- Figure 115: Dedication to crafts in the last 12 months – Separate art/craft projects worked on, by presence of children in household, November 2014
-
- Figure 116: Dedication to crafts in the last 12 months – Separate art/craft projects worked on, by age of children in household, November 2014
-
- Figure 117: Dedication to crafts in the last 12 months – Separate art/craft projects worked on, by duration of involvement, November 2014
-
- Figure 118: Dedication to crafts in the last 12 months – Separate art/craft projects worked on, by crafting segments, November 2014
-
- Figure 119: Dedication to crafts in the last 12 months – Separate art/craft projects worked on, by crafting segments, November 2014
- Money spent on crafts
-
- Figure 120: Dedication to crafts in the last 12 months – Money spent on art/craft projects, by gender, November 2014
-
- Figure 121: Dedication to crafts in the last 12 months – Money spent on art/craft projects, by age, November 2014
-
- Figure 122: Dedication to crafts in the last 12 months – Money spent on art/craft projects, by presence of children in household, November 2014
-
- Figure 123: Dedication to crafts in the last 12 months – Money spent on art/craft projects, by age of children in household, November 2014
-
- Figure 124: Dedication to crafts in the last 12 months – Money spent on art/craft projects, by skill level, November 2014
- Duration of involvement
-
- Figure 125: Length of involvement, November 2014
-
- Figure 126: Length of involvement, by gender, November 2014
-
- Figure 127: Length of involvement, by presence of children in household, November 2014
-
- Figure 128: Length of involvement, by age of children in household, November 2014
- Frequency of crafting
-
- Figure 129: Frequency of crafting, November 2014
-
- Figure 130: Frequency of crafting, by gender, November 2014
-
- Figure 131: Frequency of crafting, by age, November 2014
-
- Figure 132: Frequency of crafting, by race/Hispanic origin, November 2014
-
- Figure 133: Frequency of crafting, by presence of children in household, November 2014
-
- Figure 134: Frequency of crafting, by age of children in household, November 2014
-
- Figure 135: Frequency of crafting, by duration of involvement, November 2014
- Skill level
-
- Figure 136: Skill level, November 2014
-
- Figure 137: Skill level, by household income, November 2014
-
- Figure 138: Skill level, by duration of involvement, November 2014
-
- Figure 139: Skill level, by frequency of crafting, November 2014
- Retail destinations
-
- Figure 140: Retail destinations for art and craft materials, November 2014
-
- Figure 141: Retail destinations for art and craft materials, by age, November 2014
-
- Figure 142: Retail destinations for art and craft materials, by gender and age, November 2014
-
- Figure 143: Retail destinations for art and craft materials, by household income, November 2014
-
- Figure 144: Retail destinations for art and craft materials, by presence of children in household, November 2014
-
- Figure 145: Retail destinations for art and craft materials, by age of children in household, November 2014
-
- Figure 146: Retail destinations for art and craft materials, by duration of involvement, November 2014
-
- Figure 147: Retail destinations for art and craft materials, by frequency of crafting, November 2014
-
- Figure 148: Retail destinations for art and craft materials, by crafting segments, November 2014
-
- Figure 149: Retail destinations for art and craft materials, by craft made most often, November 2014
-
- Figure 150: Arts and crafts stores shopped at in the last three months, by demographics, August 2013-September 2014
-
- Figure 151: Arts and crafts stores shopped at in the last three months, by race/Hispanic origin, August 2013-September 2014
-
- Figure 152: Arts and crafts stores shopped at in the last three months, by demographics, August 2013-September 2014
-
- Figure 153: Arts and crafts stores shopped at in the last three months, by race/Hispanic origin, August 2013-September 2014
- Purchasing behaviors
-
- Figure 154: Shopping behaviors for arts and crafts in-store, November 2014
-
- Figure 155: Shopping behaviors for arts and crafts in-store, by age, November 2014
-
- Figure 156: Shopping behaviors for arts and crafts in-store, by household income, November 2014
-
- Figure 157: Shopping behaviors for arts and crafts in-store, by crafting segments, November 2014
- Craft inspiration
-
- Figure 158: Resources for craft ideas and inspiration, November 2014
-
- Figure 159: Resources for craft ideas and inspiration, by age, November 2014
-
- Figure 160: Resources for craft ideas and inspiration, by household income, November 2014
-
- Figure 161: Resources for craft ideas and inspiration, by crafting segments, November 2014
-
- Figure 162: Resources for craft ideas and inspiration, by craft made most often, November 2014
- Craft motivations
-
- Figure 163: Motivations for making arts/crafts, November 2014
-
- Figure 164: Motivations for making arts/crafts, by age, November 2014
-
- Figure 165: Motivations for making arts/crafts, by household income, November 2014
-
- Figure 166: Motivations for making arts/crafts, by presence of children in household, November 2014
-
- Figure 167: Motivations for making arts/crafts, by age of children in household, November 2014
-
- Figure 168: Motivations for making arts/crafts, by skill level, November 2014
-
- Figure 169: Motivations for making arts/crafts, by crafting segments, November 2014
- Location of craft making
-
- Figure 170: Location of craft making, November 2014
-
- Figure 171: Location of craft making, by household income, November 2014
-
- Figure 172: Location of craft making, by crafting segments, November 2014
-
- Figure 173: Location of craft making, by crafting segments, November 2014
Appendix – Trade Associations
Back to top