Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Older adults are less likely to craft, and when they do, they are set in their ways
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- Figure 1: Any arts and crafts made in the last 12 months and number of types, by generation, October 2016
- Non-parents – particularly men – are less likely than parents to participate
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- Figure 2: Any arts and crafts made in the last 12 months, by gender and parental status, October 2016
- Young adults more easily frustrated, leave projects unfinished
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- Figure 3: Attitudes toward crafting – Expectations, by generation, October 2016
- The opportunities
- Young adults can be influenced to increase their frequency of crafting
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- Figure 4: Factors that would increase crafting – Any, all vs crafter by generation, October 2016
- Consumer reviews are important to most when choosing an arts and crafts retailer
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- Figure 5: Retailer influencers for craft supply purchases – Reviews, by generation, October 2016
- Moving residences and crafting go hand-in-hand
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- Figure 6: Craft-related activities done in last 12 months – Select items, by crafter recent movers and all, October 2016
- What it means
The Market – What You Need to Know
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- Traditional crafting activities decline slightly among adults, contemporary crafts attract greater participation
- Half of teens and kids participate in traditional arts and crafts
- 18-44s, women, parents are the most likely adult crafters
- Digital channels allow crafters to explore other projects, showcase their own creations
- The arts and crafts market requires attention from digital brands
The Traditional and Contemporary Crafter Market
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- Share of adults participating in traditional crafting activities declines
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- Figure 7: Craft participation in the last 12 months (nets), by adults (Mintel: October 2016; Simmons: July 2015-August 2016), and by teens, kids (April 2015-June 2016)
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- Figure 8: Adult traditional craft participation in the last 12 months (net) – Simmons, 2009-16
- Teen participation declines slightly while kids trend slightly up
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- Figure 9: Craft participation in the last 12 months (nets) – Simmons, by adults (July 2015-August 2016), and by teens, kids (April 2015-June 2016)
Breakdown of the Traditional Crafter Market
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- Adult crafters
- Photography remains the most popular – But adult participation is in decline
- Painting, drawing, sculpting on the rise – Adult coloring books likely contribute
- Woodworking and furniture refinishing remains stable
- Scrapbooking has had its day – Less than 5% participate
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- Figure 10: Adult traditional craft participation in the last 12 months (Simmons) – five types, 2009-16
- Teen crafters
- Photography is growing and is nearly twice as common among teens than adults
- Painting, drawing, sculpting, and ceramics see slight growth among teens
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- Figure 11: Teen traditional craft participation in the last 12 months (Simmons) – six types, 2009-16
- Kids’ participation in painting, drawing, sculpting declines
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- Figure 12: Kid traditional craft participation in the last 12 months (Simmons) – three types, 2009-16
Profile of the Contemporary Crafter
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- Demographics
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- Figure 13: Profile of crafters (Mintel), October 2016
Market Perspective
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- Monthly subscriptions extend to arts and crafts
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- Figure 14: SketchBox – Make Art Happen, video, October 2016
- Crafters can profit from their hobby
- Art as entertainment – Ceramics and pottery classes
- The ‘90s are back!
Market Factors
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- Brick-and-mortar stores may face competition from e-commerce retailers
- Increasingly “single” society is good news for crafting
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- Figure 15: Married share of population, 2005-15
- Art in schools often first to get nixed from budgets due to cuts
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- Figure 16: OrchKids: Play Your Song, August 2015
Key Players – What You Need to Know
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- Crafts websites are innovative and inspire, brick-and-mortar are traditional and helpful
- Etsy boasts largest social media following among crafts companies
Key Players Overview
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- Michaels Stores Inc.
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- Figure 17: Net sales and number of Michaels and Aaron Brothers stores at end of FY, 2011-15
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- Figure 18: Michaels Stores retail channel breakdown, 2012-15
- Hobby Lobby
- Jo-Ann Stores
- Etsy
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- Figure 19: Net sales for Etsy at end of FY, 2012-16
- Etsy dominates online with largest social media following
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- Figure 20: Social media followers by company – Facebook, Pinterest, Instagram, Twitter, YouTube, December 2016
Perceptions of Key Players
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- Specialty craft stores
- Michaels
- Hobby Lobby
- Jo-Ann Stores
- Craft websites
- Etsy
- Mass Merchandiser
- Walmart
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- Figure 21: Correspondence analysis – Perceptions of crafting stores and websites, October 2016
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- Figure 22: Perceptions of crafting stores and websites, October 2016
- Methodology
Key Trends – What You Need to Know
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- Access to handmade goods and product innovations helps crafters
- Understanding changes in media preferences is important for brands
- Etsy leads charge to support self-employed adults
- Crafting podcasts and competitions could inspire crafters
What’s Trending
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- What’s popular
- Like it, Love it, and now a Tried it button
- Curated content promoted in Pinterest’s Explore tool
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- Figure 23: Pinterest Explore today’s picks, November 2016
- Nifty by Buzzfeed, a digital haven for DIYers
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- Figure 24: Nifty – DIY Murphy Table, October 2016
- Handmade at Amazon gains momentum in first year of service
- Michaels launches a loyalty program
What’s Fading?
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- Trends on the way out
- Craftsy slows production of signature videos
- Crafting companies that rely on traditional media
- Michaels backs its employee following an upset customer’s tirade
What’s Next?
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- 2017 crafts gaining momentum
- Competitive crafting
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- Figure 25: Snoop Dogg & Busy Philipps Make Ornaments | The Make Off | Michaels, November 2016
- Securing employment for the gig economy
- Craft podcasts
The Consumer – What You Need to Know
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- Nearly six in 10 adults participated in art and crafts projects
- Cooking, hosting, watching craft-related content are most popular related activities
- Convenience, supply selection are biggest influencers for retailer chosen
- Young adults are most open to influences to increase crafting frequency
- Leaving projects unfinished is most common among young adults
Arts and Crafts Made in the Last 12 Months
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- Nearly six in 10 adults have crafted in the last year
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- Figure 26: Types of arts and crafts made in last 12 months, October 2015, 2016
- Women are out-crafting men for almost all types of crafts . . .
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- Figure 27: Types of arts and crafts made in the last 12 months, by gender, October 2016
- . . . but dads are crafting as much as moms
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- Figure 28: Any arts and crafts made in the last 12 months, by gender and parental status, October 2016
- Crafting likelihood and frequency highest among young adults
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- Figure 29: Any arts and crafts made in the last 12 months and number of types, by generation, October 2016
- Hispanics are more likely to be crafters
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- Figure 30: Types of arts and crafts made in the last 12 months – Select items, by Hispanic origin, October 2016
Craft-related Activities Done in the Last 12 Months
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- Crafters are more likely to participate in crafting-related activities
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- Figure 31: Craft-related activities done in last 12 months, by crafters vs all, October 2016
- Crafters who recently moved are greater participants in craft-related activities
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- Figure 32: Lowe’s Creative Ideas app, August 2016
- Figure 33: Craft-related activities done in last 12 months – Select items, by crafter recent movers and all, October 2016
- Young crafters are more likely to be interested in the arts
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- Figure 34: Craft-related activities done in last 12 months – Select items, by crafter generations, October 2016
- Higher household income crafters are more likely to host gatherings
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- Figure 35: Hosted a gathering for family or friends in last 12 months, by crafter household income, October 2016
Retailer Influencers for Craft Supply Purchases
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- Crafters are most influenced by convenience, selection, low prices
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- Figure 36: Retailer influencers for craft supply purchases, October 2016
- Price matters to most, but women more swayed by store coupons
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- Figure 37: Retailer influencers for craft supply purchases – Cost, by gender, October 2016
- Young adults more likely to value consumer reviews
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- Figure 38: Retailer influencers for craft supply purchases – Reviews, by generation, October 2016
- Dads place importance on reviews, personal advice, brand names
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- Figure 39: Retailer influencers for craft supply purchases – Convenience and consumer reviews, by parental status and gender, October 2016
Factors That Would Increase Crafting
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- Price is most influential at increasing crafting frequency
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- Figure 40: Factors that would increase crafting frequency, by crafters vs all, October 2016
- Young crafters are most open to influences to increase their crafting
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- Figure 41: Factors that would increase crafting – Any, by all vs crafter by generation, October 2016
- Women are more drawn by cost-saving opportunities from crafting
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- Figure 42: Factors that would increase crafting – Price-related, by crafters vs all by gender, October 2016
- Availability of project materials more influential to parents than non-parents
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- Figure 43: Factors that would increase crafting, by all vs crafters by parental status, October 2016
- Price and ease are important to Hispanic crafters
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- Figure 44: Factors that would increase crafting, by all vs crafters by Hispanic origin, October 2016
Attitudes toward Crafting
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- Nearly half of crafters prefer crafting alone
- Crafters’ frustrations may be due to lack of space and disorganization
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- Figure 45: Attitudes toward crafting, October 2016
- Young adults may need help setting realistic expectations with projects
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- Figure 46: Attitudes toward crafting – Expectations, by generation, October 2016
- Dads find arts and crafts stores to be overwhelming
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- Figure 47: Attitudes toward crafting – Craft stores are overwhelming, by parental status, October 2016
- Single women are most likely to consider crafting a hobby
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- Figure 48: Attitudes toward crafting, by marital status and gender, October 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Supporting data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
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- Figure 49: Craft participation among adults aged 18+ in the last 12 months – By net and specific types of crafts, 2009-16
- Figure 50: Craft participation among teens aged 12-17 in the last 12 months – by net and specific types of crafts, 2009-16
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- Figure 51: Craft participation among kids aged 6-11 in the last 12 months – By net and specific types of crafts, 2009-16
- Figure 52: Arts and crafts stores shopped at in the last three months, 2010-2016
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