Table of Contents
Executive Summary
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- Market overview
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- Figure 1: Estimated US retail sales of art supplies, 2011-14
- The issues
- “Crafter” is not the preferred nomenclature
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- Figure 2: Crafting nomenclature, by all and crafters, October 2015
- Men participate in craft activities, but aren’t likely to visit a craft store
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- Figure 3: Shopping locations, by gender, October 2015
- Walmart siphons Hispanic consumers away from craft chains
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- Figure 4: Shopping locations, by Hispanic origin, October 2015
- The opportunities
- Online videos provide instruction and inspiration
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- Figure 5: Craft inspirations, October 2015
- Men may enter the market by crafting with their kids
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- Figure 6: Craft-related activities – Crafting with kids, by gender, October 2015
- Crafters likely to buy handmade gifts for others (and themselves)
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- Figure 7: Craft-related activities – Handmade gifts, October 2015
- What it means
The Market – What You Need to Know
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- Sales of art supplies estimated at nearly $1.5 billion
- Overall craft market is growing
- Crafting remains a popular kids activity in the face of new technologies
- Online communities support crafters
- Population factors work against growth
The Craft Market
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- Art supplies market approximately $1.5 billion
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- Figure 8: Estimated US retail sales of art supplies, 2011-14
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- Figure 9: Retail channel breakdown, 2011 and 2014
- Craft market sustains growth despite decline in traditional craft types
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- Figure 10: Craft participation in the last 12 months (net), 2009-15
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- Figure 11: Number of Michaels locations opened and closed, 2010-14
- Specialty craft chains show growth in visitation
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- Figure 12: Craft retail stores visited in the last three months, 2009-15
Market Breakdown
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- Cooking and baking are popular craft types
- Scrapbooking loses momentum
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- Figure 13: Craft participation in the last 12 months, 2009-15
- Painting, drawing, sculpting appeal to kids
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- Figure 14: Kids’ craft participation, 2006-15
- Arts and crafts remain popular activity for kids 6-11
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- Figure 15: Kids’ ownership of toys and games, 2006-15
Market Perspective
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- Online marketplaces help crafters to thrive
- Craft retailers capitalize on seasonal merchandise
- Growth in “Paint ‘n’ sip” indicates opportunity for social art classes
- Millennial parents revisit kids’ activities with their children
Market Factors
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- Growth in social commerce may boost the market and inspire crafters
- Declining rates of marriage and fertility may reduce key craft audience
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- Figure 16: Marital status, adults aged 15+, 2005-15
- Decrease in key demographic of kids 6-11 may dampen market
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- Figure 17: US population <18, by age, 2010-20
Key Players – What You Need to Know
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- Craft supplies market comprised of three major players
- Amazon and Etsy compete in handmade space
- DIY still an important component of crafting
- Etsy faces challenges
- Pinterest and Etsy demonstrate 2016 craft trends
- Arts education may see a boost
Retailer Overview
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- Michaels Stores Inc.
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- Figure 18: Sales for Michaels stores by department, 2012-14
- Figure 19: Michaels stores net sales, $ billions, 2010-14
- Jo-Ann Fabric and Craft Stores
- Hobby Lobby Stores, Inc.
- Etsy
- Amazon Handmade
What’s In
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- Adult coloring books
- Hand Made Modern focuses on families
- Jo-Ann launches “Make-It-Yourself” movement
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- Figure 20: Jo-Ann online advertisement, December 2015
- Figure 21: Fringe tree by Martha Stewart crafts instructional video, December 2015
- Visual search makes Pinterest easier to navigate
- Handmade for a cause
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- Figure 22: Your Wishes Delivered: Handmade gifts of hope, November 2015
What’s Out
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- Craft trends on the way out
- Partnering with retailers tarnishes Etsy’s brand
- Expansion may be slowing for Craftsy
- Cracking down on counterfeit goods may reduce Etsy’s value
What’s Next
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- 2016 craft trends gaining traction
- Revamped art education efforts pay off
- Maker movement in schools helps to marry technology and crafting
The Consumer – What You Need to Know
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- Key craft audiences include women, parents, Hispanics, and 18-44s
- Craft makers consider themselves “creative”
- Handmade gifts popular with more than a third of respondents
- Online videos provide instruction and inspiration
- Walmart and craft specialty chains are preferred retail locations
Popular Types of Arts and Crafts
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- Majority of Americans participate in craft making
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- Figure 23: Types of arts and crafts made in the last 12 months, October 2015
- Women dominate most craft types
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- Figure 24: Types of arts and crafts made in the last 12 months, by gender, October 2015
- Ages 18-44 more focused on craft making
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- Figure 25: Any type of arts and crafts made in the last 12 months, by age, October 2015
- Hispanic consumers likely craft makers
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- Figure 26: Any type of arts and crafts made in the last 12 months, by race/Hispanic origin, October 2015
The Language of Crafting
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- Respondents prefer “creative,” “handy,” and “DIY-er” to “crafter”
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- Figure 27: Crafting nomenclature, by all and crafters, October 2015
- Women identify more as “crafters,” men as “handy”
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- Figure 28: Crafting nomenclature, by gender, October 2015
- Younger consumers don’t think of themselves as “handy”
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- Figure 29: Crafting nomenclature, by age, October 2015
- Parents identify with language around crafting
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- Figure 30: Crafting nomenclature, by parental status, October 2015
Craft-related Activities
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- Craft stores encourage browsing
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- Figure 31: Craft-related activities – Buying and selling, by age, October 2015
- More than a third of respondents make or purchase handmade gifts
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- Figure 32: Craft-related activities – Handmade gifts, by generational group, October 2015
- A third of respondents learn craft skills through online videos
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- Figure 33: Craft-related activities – Online activities, October 2015
- Moms and Dads both crafting with kids
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- Figure 34: Craft-related activities – Crafting with kids, by gender, October 2015
- Hispanics over index on craft-related activities
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- Figure 35: Craft-related activities – Online and offline behaviors, by Hispanic origin, October 2015
Shopping Locations
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- Craft chains and Walmart are both craft supply destinations
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- Figure 36: Shopping locations, October 2015
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- Figure 37: Shopping behaviors, Walmart and craft specialty retailers, October 2015
- Amazon and Target attract higher-income consumers
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- Figure 38: Shopping locations, by income, October 2015
- Craft chains struggle to attract male crafters
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- Figure 39: Shopping locations, by gender, October 2015
- Hispanic crafters less likely to choose craft speciality store
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- Figure 40: Shopping locations, by Hispanic origin, October 2015
- Textile crafters show preference for specialty stores
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- Figure 41: Shopping locations, by craft type, October 2015
Shopping Behaviors
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- Shopping can lead to inspiration
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- Figure 42: Shopping behaviors, October 2015
- Women prompted by sales and men more likely to look for expertise
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- Figure 43: Shopping behaviors – Sales, by gender, October 2015
- Men more budget conscience than women
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- Figure 44: Shopping behaviors – Budgets, by gender, October 2015
- Retailers should consider children aged 6-11
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- Figure 45: Shopping behaviors, by presence of kids, October 2015
Sources of Craft Inspiration
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- YouTube more often a source of inspiration than Pinterest
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- Figure 46: Craft inspirations, October 2015
- YouTube appeals to parents of kids 6-11
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- Figure 47: Craft inspirations, by presence of children in the household, October 2015
- Hispanics turn to YouTube for inspiration
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- Figure 48: Craft inspirations, by presence of children in the household, October 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Online marketing creative
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 49: Craft participation in the last 12 months, 2009-15
- Figure 50: Craft retail stores visited in the last three months, 2009-15
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- Figure 51: Craft participation in the last 12 months, 2009-15
- Figure 52: Kids’ craft participation, 2006-15
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- Figure 53: Kids’ ownership of toys and games, 2006-15
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