What you need to know

Crafting is a popular activity for US adults, with more than half participating in at least one type of craft in the past year. The market is steadily gaining, with an increase in store visits for major craft retailers and the development of social commerce on popular sites such as Instagram and Pinterest.

Additionally, as Americans’ lives become increasingly digital, and more of what they own is stored in the cloud, there is renewed enthusiasm for making and owning hand-crafted items. Amazon has entered the handmade market at an ideal time, as demand for tangible crafted goods grows and Etsy’s command of the market falters.

The types of crafts that participants prefer continue to evolve, with growing interest in culinary crafts and a continued decline of the once-popular craft scrapbooking.


For the purposes of this report, “arts and crafts” describes projects made by consumers by hand. Relevant items in this category include but are not limited to:

Photo crafts (photography, albums, framing); knitting, crocheting, or weaving; sewing, quilting, needlepoint, or embroidery; painting; drawing; furniture crafts (building, refinishing, woodworking); interior design (home decorating, floral design); décor for special events or parties; scrapbooking; paper crafts (card making, origami, calligraphy); ceramics/glass crafts (pottery, sculpture, glassblowing, stained glass); jewelry making; cake or food decorating.

Mintel uses the term “crafters” when discussing respondents who have made any type of art or craft evaluated by the survey within the past 12 months.

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