US The Arts and Crafts Consumer Market Report 2021
£ 3,695 (Excl.Tax)
Report Summary
Providing the most comprehensive and up-to-date information and analysis of the U.S Arts and Crafts Consumer market including the behaviours, preferences and habits of the consumer.
The arts and crafts market saw a boost in 2020 due to increased interest in affordable in-home leisure activities. A yearning for stress relief and comfort during the uncertainty of the pandemic has increased the popularity of traditional and nostalgic crafts. Meanwhile, more time spent at home has sparked interest in a variety of home improvement crafts. While younger consumers still dominate the space in terms of participation and engagement, consumers aged 45+, dads and single parents have emerged as new target audiences for craft brands to consider.
Read on to discover more or take a look at all of our US Household and Home market research.
Quickly understand
- The impact of COVID-19 on consumer behavior in the arts and crafts market.
- How consumers’ value-oriented mind-set will impact the arts and crafts market.
- The demographic groups driving current interest in the market.
- The rise in interest for more traditional crafts like sewing and knitting.
- See why consumers are crafting more with older consumers.
- Discover how the future of crafting is with Generation Z.
Covered in this report
Project types include: Paper crafts (eg scrapbooking, die cutting),Making decorations (eg wreaths, centerpieces),Tech-related craft projects (eg 3D printing, electronics).
Materials include: Art or craft supplies (eg canvases, stencils, paint), Baking supplies (eg pans, decorative sprinkles), Sewing or quilting supplies (eg fabric, patterns), Material to create fashion accessories (eg hat, belt, bag) and Year-round home décor (eg storage baskets, faux flowers).
Retailers include: Drug store (eg CVS, Walgreens), Home improvement chain (eg The Home Depot, Lowe’s) and Mass merchandisers (eg Target, Walmart).
Expert analysis from a specialist in the field
Written by Ariel Horton, a leading analyst in the Lifestyles and Leisure sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
In-home leisure categories like arts and crafts have thrived over the last 12 months and will continue to thrive over the next several years. During this time of high stress, both emotional and financial, consumers will look to arts and crafts for a fun, affordable leisure activity that helps them feel both relaxed and purposeful. Currently, adults aged 45+are driving market growth, but younger consumers make up the majority of the market, making it important for brands to not lose sight of connecting with their younger consumers who may be feeling uninspired. 
Ariel Horton
Senior Lifestyles and Leisure Analyst
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: US context
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Executive Summary
- Top takeaways
- Market overview
- Figure 1: Percentage of adult craft participation in the last 12 months, 2012-20
- Impact of COVID-19 on arts and crafts
- Americans are desperate for in-home leisure and entertainment
- A budgetary mind-set will benefit the crafting market
- Figure 2: Short-, medium- and long-term impact of COVID-19 on the arts and crafts market, December 2020
- Opportunities and challenges
- Consumers are crafting more with older consumers driving growth
- Figure 3: Project categories (net), by age, 2019-20
- Brands should be cautious not to lose Gen Z consumers
- Figure 4: Crafting less, October 2020
- Traditional crafts are in the spotlight
- Figure 5: Macramé wall hangings, August 2020
- A desire for handmade goods propels online craft marketplace
- Figure 6: Top hashtags for social media mentions of arts and crafts, March 15-September 15, 2020
- Consumers still prefer to purchase in-store unless it’s Amazon
- Figure 7: Purchase online/in-store, October 2020
- Dads are an unexplored target market
- Figure 8: Repertoire of project categories, by gender and parental status, October 2020
- Creating crafting partnerships
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The Market – Key Takeaways
- Arts and crafts participation remains steady
- Home improvement and digital editing are growth segments
- A desire for in-home leisure boosts market interest
- Brands have opportunity in partnership
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Craft Market by the Numbers
- Market participation is consistent
- Population growth helps boost numbers
- Figure 9: Percentage of adult craft participation in the last 12 months, 2012-20
- Crafting entrepreneurs can grow the market
- Figure 10: Crafting attitudes – Selling craft projects is a good way to earn extra money, October 2020
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Craft Market Segments
- Cooking and baking offer opportunities for exposure
- Home improvement crafts offer opportunity for growth
- Photography and scrapbooking decline, but technology might revive the market
- Figure 11: Adult craft participation in the last 12 months, by craft type, 2010-20
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Market Factors
- Impact of COVID-19 on arts and crafts
- Figure 12: Short-, medium- and long-term impact of COVID-19 on the arts and crafts market, December 2020
- Lockdown
- Reemergence
- Recovery
- Learnings from the last recession
- Figure 13: Consumer spending on recreational items, monthly, 2006-10
- Concern over employment and income will result in a budgetary mind-set
- Figure 14: Unemployment and underemployment, January 2007-November 2020
- Parents are desperate for in-home leisure activities
- Figure 15: Crafting frequency, by parental status, October 2020
- Increased demand may lead to material and stock shortages
- Impact of COVID-19 on arts and crafts
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Market Opportunities
- Partnership with crafting influencers can jump-start craft inspiration
- Align messaging with crafting keywords to reach young women
- Figure 16: Top hashtags for social media mentions of arts and crafts, March 15-September 15, 2020
- Help consumers to give back
- Figure 17: Join our Make to Give Efforts and Help Protect our Communities, April 2020
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Competitive Strategies – Key Takeaways
- Trends from 2020 will continue to shape 2021
- Crafts help enhance personal wellbeing
- Consumers are seeking comfortable crafting experiences
- Technology provides opportunities to connect and inspire
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Competitive Strategies: The Evolution of 2020 Trends
- Crafting to help reach wellness goals
- What happened in 2020
- How this will evolve in 2021
- Figure 18: Bullet journaling, April 2020
- Crafting for a cause moves toward education
- What happened in 2020
- How this will evolve in 2021
- Sustainable supplies can be found at home
- What happened in 2020
- How this will evolve in 2021
- Organizational obsession continues into the kitchen
- What happened in 2020
- How this will evolve in 2021
- Figure 19: Organization journey, September 2020
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Competitive Strategies: 2021
- Mintel Trend Driver: Wellbeing
- Figure 20: Mintel Trend Driver, Wellbeing
- Handcrafted COVID-19 mask crafts aid physical wellbeing
- Figure 21: Structured face mask, August 2020
- Creating an at-home work space to aid new physical and psychological challenges
- Figure 22: Basic closet to home office transformation, July 2020
- Indoor plant projects make a happier home
- Figure 23: Plant mini makeover, September 2020
- Mintel Trend Driver: Experiences
- Figure 24: Mintel Trend Driver, Experiences
- Leaning into nostalgia for comforting crafts
- Figure 25: Perler pet portrait, September 2020
- Virtual crafting classes may become preferred
- Figure 26: Landscape watercolor painting class, July 2020
- Map crafts help consumers indulge in adventure
- Figure 27: Paper map crafts, September 2020
- Mintel Trend Driver: Technology
- Figure 28: Mintel Trend Driver, Technology
- New crafting tech gets crafters excited and provides inspiration
- Figure 29: Birthday cards, May 2020
- Digital disruption for scrapbooking and photo crafts
- Figure 30: Martha Stewart for Mixbook, July 2020
- Mintel Trend Driver: Wellbeing
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The Consumer – Key Takeaways
- Consumers spent more time with crafts in 2020
- Niche crafts are in the spotlight
- Purchasing in-store is preferred
- Parental influence in crafting can lead to long-term participation
- Opportunity to take advantage of increase in baking popularity
- Marketing messaging should reflect quality of materials and be reviewed
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Crafting Projects
- Drawing, coloring and baking are still the most popular crafts
- Figure 31: Project categories, October 2020
- Traditional crafts see increase in consumer interest
- Figure 32: Project categories percentage difference, December 2019-October 2020
- Crafting activities becoming more popular
- Figure 33: Queer cross-stitch kids
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- Figure 34: Macramé wall hangings, August 2020
- Crafting activities becoming less popular
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- Figure 35: Crochet pumpkins, September 2020
- Drawing and coloring maintain consistent popularity for crafters
- Figure 36: Project categories, by crafting frequency, October 2020
- Women are driving market growth
- Figure 37: Project categories, by gender, October 2020
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- Figure 38: Repertoire of project categories, by gender, October 2020
- Drawing, coloring and baking are still the most popular crafts
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Crafting Compared to Last Year
- Increase in engagement among older consumers
- Figure 39: Project categories (net), by age, 2019-20
- Consumers are crafting more compared to last year
- Consumer spotlight: Gen Z crafters
- Figure 40: Crafting frequency, October 2020
- Consumers are crafting more to cope
- Figure 41: Reasons for crafting more, October 2020
- Lack of inspiration demotivates those who are crafting less
- Figure 42: Gift Like You Mean It: Nana | Etsy commercial, November 2020
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- Figure 43: Crafting less, October 2020
- Increase in engagement among older consumers
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Crafting with Others
- Most crafters prefer to craft solo
- Figure 44: Crafting attitudes – I prefer to craft by myself rather than with a group of people, October 2020
- Crafting as a kid leads to long-term behaviors
- Figure 45: Crafting attitudes – I enjoyed crafting as a kid, by repertoire of project categories, October 2020
- Opportunity to engage more with dads
- Figure 46: Repertoire of project categories, by gender and parental status, October 2020
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- Figure 47: Project categories – Woodworking and tech-related crafts, by gender and parental status, October 2020
- Figure 48: Home Depot Kids Workshop, October 2019
- Most crafters prefer to craft solo
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Crafting Purchase Locations
- Consumers have an in-store purchase preference
- Figure 49: Crafting attitudes – I prefer to purchase art and craft supplies in-store rather than online, October 2020
- In-store preferences reflect real shopping behaviors
- Figure 50: Purchase online/in-store, October 2020
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- Figure 51: JOANN COVID-19 store updates, March 2020
- Figure 52: Michaels COVID-19 Dear Makers, April 2020
- Product reviews are important, especially for active crafters
- Figure 53: Crafting attitudes – I read product reviews before I buy craft supplies, October 2020
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- Figure 54: Crafting attitudes – I read product reviews before I buy craft supplies, by repertoire of craft materials purchased, October 2020
- Purchasing crafts can often be on impulse
- Figure 55: Crafting attitudes – I enjoy purchasing craft supplies even if I don’t have a specific project in mind, October 2020
- Consumers have an in-store purchase preference
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Craft Materials Purchased
- Baking supplies are the top craft material of 2020
- Figure 56: Craft materials purchased, October 2020
- Younger consumers drive purchases for yarn and knitting supplies
- Figure 57: Craft materials purchased – Sewing or quilting and yarn or knitting supplies, by age, October 2020
- Single parents see kids’ crafts as a solution
- Figure 58: Craft materials purchased – Materials for kids’ crafts, by parent and marital status, October 2020
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- Figure 59: February Craft Class, January 2020
- Quality of material matters
- Figure 60: Crafting attitudes – I prefer to purchase the best-quality materials rather than what is the most affordable, October 2020
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- Figure 61: Crafting attitudes – I prefer to purchase the best-quality materials rather than what is the most affordable, by craft material purchased, October 2020
- Baking supplies are the top craft material of 2020
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
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Appendix – The Consumer
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- Figure 62: Purchase location – Net, October 2020
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