The Arts and Crafts Consumer - US - January 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources – consumer survey data
Abbreviations and terms
EXECUTIVE SUMMARY
62.5 million consumers made arts and crafts in 2012
Figure 1: The crafting community in the US, by type of craft, 2012
Participation in arts/crafts leisure hobbies increasing
Figure 2: Numbers of consumers participating in select arts/crafts leisure activities/hobbies, 2009-13
Young women are the core arts and crafts consumer
Figure 3: Arts and/or crafts made in the last 12 months, by gender and age, October 2013
Parents twice as likely as the average to make arts and crafts
Figure 4: Types of art and crafts made in the last 12 months, by parents with children and age, October 2013
One third of crafters make crafts six or more times per year
Figure 5: Frequency of making art and crafts, October 2013
Majority of consumers make arts and crafts from scratch
Figure 6: Method of making art and crafts, October 2013
Making arts and crafts to give as gifts is a common motivation
Figure 7: Given handmade art/crafts to family/friends as gifts, by gender and age, October 2013
Social media is a useful resource for parents
Figure 8: Usefulness of social media posts to making a new art/craft– Useful, by parents with children and age, October 2013
Half of those with basic skills looking to learn
Figure 9: Reasons for making arts and crafts, by basic skills for making art and crafts, October 2013
What we think
ISSUES AND INSIGHTS
How has the expanded role of the internet changed crafting landscape?
The issues
The implication: online resources allow marketers to cater directly to specific needs
Are there any unique ways to stand out among parents?
The issues
The implication: marketing to parents should focus on how crafting is good for them
How can marketers help expand the core audience?
The issues
The implication: there are multiple opportunities to attract less common audiences
How can marketers engage with less “serious” crafters?
Issues:
Insight: consumers are eager to learn
TREND APPLICATION
Trend: The Man in the Mirror
Trend: Objectify
Mintel futures trend: Old Gold
SIZE OF CONSUMER MARKET FOR ARTS AND CRAFTS
Key points
Participation in some leisure hobbies increases 2009-13
Figure 10: Numbers of consumers participating in select arts/crafts leisure activities/hobbies, 2009-13
62.5 million consumers made arts and crafts in 2012
Figure 11: Size of crafting community in the US, 2012
LEADING COMPANIES
 LEADING ARTS AND CRAFTS SUPPLY STORES
Michaels Stores, Inc.
Figure 12: Michaels Stores share of revenues, by product category, fiscal years ending 2010-12
Jo-Ann Fabric & Craft Stores
Sewing products
Non-sewing products
Figure 13: Jo-Ann Fabric and Craft Stores sewing vs. non-sewing product share of revenues, fiscal years ending January 2009-11
Hobby Lobby
EthnoGraphic Media
Every Tribe Entertainment
Hemispheres
Mardel Christian & Education
 SELECT LOCAL AND SPECIALTY ARTS AND CRAFTS STORES
Art Fire
Austin Art Garage
Dakota Art Stores
Foursided and Twosided
Etsy
Figure 14: Etsy monthly sales, November 2009-13
Figure 15: Etsy user monthly characteristics, November 2009-13
Figure 16: Etsy infographic, November 2009-13
MARKETING STRATEGIES
Jo-Ann Stores iPad app helps users discover next project
Figure 17: Jo-Ann Stores iPad App, 2013
Michaels Stores promotes new product line on Pinterest
Figure 18: Michaels Stores Framed Board, Pinterest, 2013
Shutterfly ads describe photo books as “the best gift ever”
Figure 19: Shutterfly, “Photo Books Make the Best Gift Ever,” television ad, 2013
Figure 20: Shutterfly, “Cardworthy Holiday Photos,” television ad, 2013
Etsy coaches users how to succeed
Target crafts with Celebrity Mommy Ambassador
Figure 21: Target, “DIY Crafts with Soleil Moon Frye,” YouTube Video, 2013
TYPES OF ART AND CRAFTS MADE IN THE LAST 12 MONTHS
Key points
Most arts and crafts made by young women
Figure 22: Types of art and crafts made in the last 12 months, by gender and age, October 2013
Parents twice as likely to make arts and crafts
Figure 23: Types of art and crafts made in the last 12 months, by parents with children and age, October 2013
Painting, knitting, and jewelry making frequent activities
Figure 24: Types of art and crafts made in the last 12 months, by frequency of making art and crafts, October 2013
Knitting and quilting consumers have advanced skills
Figure 25: Types of art and crafts made in the last 12 months, by skill for making art and crafts, October 2013
Photo albums made with kits, opportunity for more digital sharing
Figure 26: Types of art and crafts made in the last 12 months, by method of making art and crafts, October 2013
Many arts and crafts consumers engage in multiple types
Figure 27: Types of art and crafts made in the last 12 months, by number of types of arts and crafts made, October 2013
FREQUENCY OF MAKING ART AND CRAFTS
Key points
One third of crafters make them 6+ times per year
Figure 28: Frequency of making art and crafts, by gender and age, October 2013
Marketers need to keep consumers with advanced skills interested
Figure 29: Frequency of making art and crafts, by skill for making art and crafts, October 2013
Room for consumers who use kits to make more arts and crafts
Figure 30: Frequency of making art and crafts, by method of making art and crafts, October 2013
SKILL FOR MAKING ART AND CRAFTS
Key points
Few have advanced skills, which means an opportunity for education
Figure 31: Skill for making art and crafts, by gender and age, October 2013
Those with basic skills make arts and crafts only rarely
Figure 32: Skill for making art and crafts, by frequency of making art and crafts, October 2013
Opportunity to cross-sell to those with at least intermediate skills
Figure 33: Skill for making art and crafts, by number of types of arts and crafts made, October 2013
METHOD OF MAKING ART AND CRAFTS
Key points
Half of crafters make arts and crafts from scratch
Figure 34: Method of making art and crafts, by gender and age, October 2013
High frequency crafters most likely to make crafts from scratch
Figure 35: Method of making art and crafts, by frequency of making art and crafts, October 2013
Less-skilled consumers use kits
Figure 36: Method of making art and crafts, by skill for making art and crafts, October 2013
ARTS AND CRAFTS ACTIVITIES
Key points
Four in 10 crafters give arts and crafts as gifts
Figure 37: Arts and crafts activities, by gender and age, October 2013
Perhaps surprisingly, parents less likely to give arts and crafts gifts
Figure 38: Arts and crafts activities, by parents with children and age of children, October 2013
Consumers selling own handmade goods have unique set of needs
Figure 39: Arts and crafts activities, by frequency of making art and crafts, October 2013
Less-skilled crafters may be afraid to share
Figure 40: Arts and crafts activities, by skill for making art and crafts, October 2013
Use of kits does not promote experimentation
Figure 41: Arts and crafts activities, by method of making art and crafts, October 2013
Craft specialists significantly limited in activity
Figure 42: Arts and crafts activities, by number of types of arts and crafts made, October 2013
USEFULNESS OF ARTS AND CRAFTS RESOURCES
Key points
Experimentation most useful way to learn about new arts and crafts
Figure 43: Usefulness of arts and crafts resources, October 2013
Social media is a useful resource among parents
Figure 44: Usefulness of arts and crafts resources – Useful, by parents with children and age of children, October 2013
Infrequent crafters not afraid to experiment on their own
Figure 45: Usefulness of arts and crafts resources – Useful, by frequency of making art and crafts, October 2013
Those with advanced skills still seek useful resources
Figure 46: Usefulness of arts and crafts resources – Useful, by skill for making art and crafts, October 2013
In-person events should emphasize ways to expand repertoire
Figure 47: Usefulness of arts and crafts resources – Useful, by number of types of arts and crafts made, October 2013
REASONS FOR MAKING ARTS AND CRAFTS
Key points
Stress relief, learning something new, and sense of accomplishment leading reasons for making crafts
Figure 48: Reasons for making arts and crafts, by gender and age, October 2013
Parents motivated by personal benefit
Figure 49: Reasons for making arts and crafts, by parents with children and age of children, October 2013
Infrequent crafters looking to create something for their home
Figure 50: Reasons for making arts and crafts, by frequency of making art and crafts, October 2013
Half of those with basic skills looking to learn
Figure 51: Reasons for making arts and crafts, by skill for making art and crafts, October 2013
Crafters who make a variety of crafts want a sense of accomplishment
Figure 52: Reasons for making arts and crafts, by number of types of arts and crafts made, October 2013
FACTORS THAT ENCOURAGE MAKING ARTS AND CRAFTS
Key points
Crafters can be encouraged to craft with right message
Figure 53: Factors that encourage making arts and crafts, by gender and age, October 2013
Parents open to encouragement
Figure 54: Factors that encourage making arts and crafts, by parents with children and age of children, October 2013
High-frequency crafters looking for a wider variety of stores
Figure 55: Factors that encourage making arts and crafts, by frequency of making art and crafts, October 2013
Cost is a universal factor among crafters of all skill levels
Figure 56: Factors that encourage making arts and crafts, by skill for making art and crafts, October 2013
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Hispanics are key arts and crafts audience
Figure 57: Types of art and crafts made in the last 12 months, by race/Hispanic origin, October 2013
Despite more crafting, Hispanics more likely to have basic skills
Figure 58: Skill for making art and crafts, by race/Hispanic origin, October 2013
In-person instruction from family or friends most relevant to Hispanics
Figure 59: Usefulness of arts and crafts resources – Useful, by race/Hispanic origin, October 2013
Hispanics see crafts as a way to spend time with family
Figure 60: Reasons for making arts and crafts, by race/Hispanic origin, October 2013
More encouragement overall for Hispanics
Figure 61: Factors that encourage making arts and crafts, by race/Hispanic origin, October 2013
APPENDIX – OTHER USEFUL CONSUMER TABLES
Types of art and crafts made
Figure 62: Types of art and crafts made in the last 12 months, by generations, October 2013
Frequency of making arts and crafts
Figure 63: Frequency of making art and crafts, by race/Hispanic origin, October 2013
Skill for making arts and crafts
Figure 64: Skill for making art and crafts, by method of making art and crafts, October 2013
Arts and crafts activities
Figure 65: Arts and crafts activities, by generations, October 2013
Figure 66: Arts and crafts activities, by race/Hispanic origin, October 2013
Method of making arts and crafts
Figure 67: Method of making art and crafts, by number of types of arts and crafts made, October 2013
Figure 68: Method of making art and crafts, by race/Hispanic origin, October 2013
Usefulness of arts and crafts resources
Figure 69: Usefulness of arts and crafts resources – Useful, by gender and age, October 2013
Figure 70: Usefulness of arts and crafts resources – Useful, by generations, October 2013
Figure 71: Usefulness of arts and crafts resources – Useful, by method of making art and crafts, October 2013
Reasons for making arts and crafts
Figure 72: Reasons for making arts and crafts, by generations, October 2013
Figure 73: Reasons for making arts and crafts, by method of making art and crafts, October 2013
Factors that encourage making arts and crafts
Figure 74: Factors that encourage making arts and crafts, by gender, October 2013
Figure 75: Factors that encourage making arts and crafts, by generations, October 2013
Figure 76: Factors that encourage making arts and crafts, by method of making art and crafts, October 2013
Figure 77: Factors that encourage making arts and crafts, by number of types of arts and crafts made, October 2013
Arts and crafts attitudes by frequency of visiting websites
Figure 78: Arts and crafts activities, by frequency of visiting website, October 2013
Figure 79: Frequency of making art and crafts, by frequency of visiting website, October 2013
Figure 80: Skill for making art and crafts, by frequency of visiting website, October 2013
Figure 81: Method of making art and crafts, by frequency of visiting website, October 2013
Figure 82: Usefulness of arts and crafts resources – Useful, by frequency of visiting website, October 2013
APPENDIX – TRADE ASSOCIATIONS