Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Overview
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- Figure 1: Profile of crafters, October 2017
- The issues
- Consumers prefer projects that require fewer materials and less time
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- Figure 2: Types of arts and crafts, October 2017
- Inspiration comes from many places
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- Figure 3: Crafting inspiration, October 2017
- Diverse range of projects may indicate fleeting engagement among young crafters
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- Figure 4: Number of projects worked on, by age, October 2017
- The opportunities
- Conversion from basic to intermediate skills can boost spending
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- Figure 5: Number of projects worked on and money spent in the last 12 months, by crafter skill, October 2017
- Most crafters agree they need to learn new skills
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- Figure 6: Attitudes toward arts and crafts – Select items, October 2017
- Innovating traditional crafts to incorporate tech can boost interest
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- Figure 7: Attitudes toward arts and crafts – Technology items, October 2017
- What it means
The Market – What You Need to Know
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- Participation in arts and crafts remains stable YOY
- Less than half of kids and teens crafted in 2017
- Household structure change could indicate problems down the road
- Internet changes the way consumers access information and shop
- Arts and crafts retailers expand offerings to engage consumers
The Market
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- Share of adults participating in crafts increases
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- Figure 8: Adult craft participation in the last 12 months (net) – Simmons, 2009-17
- Adults
- Painting, drawing, sculpting show strongest YOY growth
- Traditional photo-based crafts struggle to appeal to consumers
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- Figure 9: Adult participation in specific crafts in the last 12 months (Simmons), 2009-17
- Kids and teens
- Teens’ participation in crafts surpasses kids for first time since 2012
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- Figure 10: Teens’ and kids’ participation in specific crafts in the last 12 months (Simmons), 2009-17
- Participation in nearly all types of crafts declined for kids and teens
Market Factors
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- Share of households with children continues to decline
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- Figure 11: Share of households, by presence of related children, 2006-16
- Strong economy may lead to leisure time spent outside of the home
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- Figure 12: How extra money is spent – Experience items, January 2017
Market Perspective
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- Internet plays an increasingly important role in shopping habits
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- Figure 13: Attitudes toward the internet, 2009-17
Key Retailers
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- Michaels Stores Inc.
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- Figure 14: Net of sales and number of Michaels and Aaron Brothers stores at end of FY 2011-16
- Hobby Lobby
- JOANN Fabrics and Crafts Stores
- Etsy
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- Figure 15: Revenue for Etsy at end of FY 2012-16
- Etsy demonstrates its online presence through its massive following
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- Figure 16: Social media followers by company – Facebook, Pinterest, Instagram, Twitter, and YouTube, December 8, 2016
Key Trends – What You Need to Know
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- (Non)craft brands find their place in the arts and crafts space
- Tech and time redefine when, where, and how projects are created
- Arts and crafts: good for the mind, not the environment?
- Future of arts and crafts may stem from the classroom
What’s Happening?
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- Slime…slime everywhere
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- Figure 17: Elmer's Kid-Friendly Glitter Glue Slime Commercial, July 24, 2017
- What (else) is popular
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- Figure 18: The Kindness Rocks Project, video, August 22, 2016
- Thanks to Apple, everyone can be a photographer
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- Figure 19: How to shoot action on iPhone 7 – Apple
- Arts and crafts on-the-go
What to Watch
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- Amazon puts pressure on arts and crafts brands, retailers, and makers
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- Figure 20: Amazon Handmade, mobile advertisement, April 2017
- Art to heal the mind
- Glitter: the latest environmental concern?
- Arts and crafts and craft beer
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- Figure 21: DIY BAR Portland, June 14, 2017
- Buy online, pick-up in store at JoAnn Stores
What’s Next?
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- 2018 arts and crafts trends
- Ultra violet…everything
- STEAM and the future of arts (and crafts)
The Consumer – What You Need to Know
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- Young adults fuel arts and crafts industry
- Crafting skill impacts but doesn’t determine satisfaction
- Technology has a place in arts and crafts
Who are Crafters?
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- Crafters tend to be young, female, and parents
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- Figure 22: Profile of crafters, October 2017
Types of Arts and Crafts
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- Nearly seven in 10 adults have crafted in the last 12 months
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- Figure 23: Types of arts and crafts, October 2017
- Women skew toward design and home-décor crafts
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- Figure 24: Types of arts and crafts, by gender, October 2017
- Young adults are most likely to craft and to make more types of crafts
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- Figure 25: Types of arts and crafts – Number of different types, by age, October 2017
- Parents bolster craft market, but dads are taking the lead
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- Figure 26: Types of arts and crafts, by parent status and gender, October 2017
- Smile! Dads love their photo crafts
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- Figure 27: Types of arts and crafts – Select craft types, by parent status and gender, October 2017
- Crafts that can be done digitally appeal to Techy Crafters
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- Figure 28: Types of arts and crafts, by crafter consumer segments, October 2017
Crafter Consumer Segmentation
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- Not all crafters are created equal
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- Figure 29: Crafter consumer segments, October 2017
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- Figure 30: Attitudes toward arts and crafts, by arts and crafts consumer segments, October 2017
- Techy Crafters (24%)
- Who are they?
- Verdict
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- Figure 31: Profile of Techy Crafters, October 2017
- Social Sellers (21%)
- Who are they?
- Verdict
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- Figure 32: Profile of Social Sellers, October 2017
- Busy Independents (17%)
- Who are they?
- Verdict
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- Figure 33: Profile of Busy Independents, October 2017
- Non-tech Traditionals (18%)
- Who are they?
- Verdict
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- Figure 34: Profile of Non-tech Traditionals, October 2017
- Reluctant Novices (21%)
- Who are they?
- Verdict
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- Figure 35: Profile of Reluctant Novices, October 2017
Reasons for Making Arts and Crafts
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- Crafters most likely to make projects for themselves or their home
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- Figure 36: Reasons for making arts and crafts, October 2017
- Young Crafters consider financial benefits when crafting
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- Figure 37: Reasons for making arts and crafts, by age, October 2017
- Moms and dads use crafts to spend time with family
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- Figure 38: Reasons for making arts and crafts, by parent status and gender, October 2017
- For Hispanic Crafters, it’s all about the home…décor
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- Figure 39: Reasons for making arts and crafts – Family and home items, by Hispanic origin, October 2017
- Projects for the home and made with family motivate Techy Crafters
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- Figure 40: Reasons for making arts and crafts, by select crafter consumer segments, October 2017
Crafting Skill, Satisfaction, Spend, and Frequency
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- Most Crafters are satisfied with their projects, fewer have advanced skills
- Skill and satisfaction
- Spend and frequency
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- Figure 41: Number of projects worked on, money spent in the last 12 months, crafter skill, crafter satisfaction, October 2017
- Advanced Crafters make more projects and spend more than average
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- Figure 42: Number of projects worked on and money spent in the last 12 months, by crafter skill, October 2017
- As children get older, parents spend more on arts and crafts
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- Figure 43: Money spent in the last 12 months, by parent status, gender, and age of children, October 2017
- Opportunity segments defined by project frequency and spend
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- Figure 44: Number of projects worked on and money spent in the last 12 months, by crafter consumer segments, October 2017
Crafting Inspiration
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- Craft stores compete against social media to inspire projects
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- Figure 45: Crafting inspiration, October 2017
- Young Crafters turn to social media for project inspiration
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- Figure 46: Wiz Khalifa and Busy Philipps Decorate Christmas Trees | Michaels, November 2017
- Figure 47: Crafting inspiration – Social media items, by age, October 2017
- Older female Crafters get inspiration in-store and through magazines
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- Figure 48: Crafting inspiration – Craft store and magazine items, by age and gender, October 2017
- Social media inspires most, but not all, crafter segments
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- Figure 49: Crafting inspiration – Select items, by select crafter consumer segments, October 2017
Attitudes toward Arts and Crafts Barriers
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- Crafters agree they need to improve their crafting skills but lack time
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- Figure 50: Attitudes toward arts and crafts – Barrier items, October 2017
- Core crafter market struggles most with time for arts and crafts
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- Figure 51: Attitudes toward arts and crafts – Time items, by age and parent status, October 2017
- Inspiration can help less-skilled crafters and boost satisfaction
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- Figure 52: Attitudes toward arts and crafts – Select items, by crafter skill, October 2017
- Social Sellers need to improve skills, but may be time-constrained
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- Figure 53: Attitudes toward arts and crafts – Barrier items, by crafter consumer segments, October 2017
Attitudes toward Arts and Crafts Technology
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- Majority of crafters consider tech an important part of crafting process
- I can do it! Crafters prefer to teach themselves
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- Figure 54: Attitudes toward arts and crafts – Technology items, October 2017
- 25-44-year-old crafters most likely to embrace technology
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- Figure 55: Attitudes toward arts and crafts – Technology items, by age, October 2017
- Advanced crafters like to teach themselves and document their projects
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- Figure 56: Attitudes toward arts and crafts – Select items, by crafter skill, October 2017
- Opportunity segments value technology as a part of arts and crafts
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- Figure 57: Attitudes toward arts and crafts – Technology items, by crafter consumer segments, October 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 58: Adult’s participation in crafts in the last 12 months – By net and specific types, 2009-17
- Figure 59: Teen’s participation in crafts in the last 12 months - by net and specific types, 2009-17
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- Figure 60: Kid’s participation in crafts in the last 12 months – By net and specific types, 2009-17
- Figure 61: Attitudes toward the internet, 2009-17
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Appendix – The Consumer
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- Figure 62: Types of arts and crafts made, by types of arts and crafts made, October 2017
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