Arts and Crafts Consumer - US - January 2015

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Consumer qualitative research
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market: Crafting participation rates are stable
Figure 1: Arts and crafts activities in the last 12 months, July 2007-September 2014
Women aged 18-34 most likely to craft
Figure 2: Participation in arts and crafts in the last 12 months
Retailers: Expansion plans demonstrate continued interest in crafting
Figure 3: Arts and crafts stores shopped at in the last three months, July 2007-September 2014
Figure 4: Retail destinations for art and craft materials, November 2014
Innovations and innovators
Marketing strategies
The consumer
Photo projects are the most popular type of craft
Figure 5: Top five types of arts and crafts made in the last 12 months, November 2014
Male crafters spend more than average on craft materials
Figure 6: Dedication to crafts in the last 12 months – Median dollar amount spent on art/craft projects, by gender and by age, November 2014
Crafters inspired by Pinterest and craft magazines
Figure 7: Top resources for craft ideas and inspiration, November 2014
Crafters just want to have fun
Figure 8: Top motivations for making arts/crafts, by gender, November 2014
What we think
ISSUES AND INSIGHTS
How can marketers convert browsers into crafters?
The issues:
The implications:
Is DIY shifting from a necessity back to optional in the growing economy?
The issues:
The implications:
Can engaging boys increase the number of men interested in crafting?
The issues:
The implications:
TREND APPLICATION
Trend: Play Ethic
Trend: Click and Connect
Trend: Survival Skills
THE MARKET
Key points
Crafting participation holding relatively steady, overall
Figure 9: Arts and crafts activities in the last 12 months, July 2007-September 2014
Figure 10: Needlearts enthusiast market size and spending, 2013
Michaels and Hobby Lobby experience growth
Figure 11: Arts and crafts stores shopped at in the last three months, July 2007-September 2014
Traditional crafting popular with kids aged 6-11
Figure 12: Toys and games kids own or use, May 2005-June 2014
Figure 13: Toys and games kids own or use, May 2005-June 2014
Figure 14: Kids’ tablet use, by gender and age, April 2013-June 2014
Pinterest pushes craft market forward
Figure 15: Number of unique US visitors to Pinterest from January 11- October 14 (in millions)
RETAILER OVERVIEW – BRICK-AND-MORTAR RETAILERS
Key points
Michaels Stores Inc.
Company overview
Figure 16: Michaels Stores share of revenues, by product category, fiscal years ending 2011-13
Figure 17: Michaels store count at end of fiscal years 2009-13
Competitive analysis
Jo-Ann Fabric and Craft Stores
Company overview
Competitive analysis
Hobby Lobby Stores Inc.
Company overview
Competitive analysis
RETAILER OVERVIEW – ONLINE ENTERPRISES
Key points
Etsy
About
Impact on crafters
Figure 18: Etsy email, December 2013
Pinterest
About
Figure 19: Pinterest website traffic, December 2013-November 2014
Impact on crafters
Craftsy
About
INNOVATIONS AND INNOVATORS
Craftwell eBrush
Figure 20: Craftwell eBrush: A brief demonstration video, June 2014
OttLite Craft Caddy Lamp
Renegade Handcrafted CB2 Collection
Brother International Corporation ScanNCut machine
Figure 21: Brother™ ScanNCut Feature: Direct Cut and Scanning, September 2014
3-D Printing
Figure 22: Shapeways, “How 3-D Printing Works,” 2014
Figure 23: Crayon Creatures, 2014
Craft trends
Upcycling
Personalization
Function over form
Cake decorating
MARKETING STRATEGIES
Figure 24: Brand analysis of key retailers
Figure 25: Social media followers by platform, November 2104
Michaels Stores
Figure 26: Michaels email ad, April 2014
Online initiatives
Figure 27: Michaels Instagram page, April 2014
Jo-Ann Fabric and Craft Stores
Figure 28: Project Runway Threads Premiere TV ad, October 2014
Online initiatives
Figure 29: Jo-Ann Stores mobile app, April 2014
Hobby Lobby
Online initiatives
Figure 30: Hobby Lobby email landing page, April 2014
Walmart
Online initiatives
Opportunities for other retailers
TYPES OF ARTS AND CRAFTS MADE IN THE LAST 12 MONTHS
Key points
A variety of craft types are popular with consumers
Figure 31: Any arts and crafts made in the last 12 months, November 2014
Women more likely than men to make crafts
Figure 32: Types of arts and crafts made in the last 12 months, by gender, November 2014
18-34s more likely to craft
Parents and larger households more likely to make arts and crafts
Figure 33: Types of arts and crafts made in the last 12 months, by age of children in household, November 2014
Figure 34: Any arts and crafts made in the last 12 months, by household size, November 2014
Household income not a driver for craft participation
Figure 35: Any arts and crafts made in the last 12 months, by household income, November 2014
INVOLVEMENT IN ARTS AND CRAFTS
Key points
Women more likely to have crafted as children
Figure 36: Involvement with arts and crafts, by gender, November 2014
Figure 37: Toys and games kids own or use, by gender, April 2013-June 2014
Childhood crafting in and out of the classroom
Figure 38: Involvement with arts and crafts, by household income, November 2014
MONEY SPENT ON ARTS AND CRAFTS
Key points
Advanced crafters and male crafters spend more than average
Figure 39: Dedication to crafts in the last 12 months – Separate art/craft projects worked on, by skill level, November 2014
Figure 40: Dedication to crafts in the last 12 months – Median dollar amount spent on art/craft projects, by skill level, November 2014
Male crafters spend more than women
Figure 41: Dedication to crafts in the last 12 months – Median dollar amount spent on art/craft projects, by gender and by age, November 2014
Figure 42: Dedication to crafts in the last 12 months – Median dollar amount spent on art/craft projects, by presence and age of children in household, November 2014
DURATION OF INVOLVEMENT IN ARTS AND CRAFTS
Key points
Engaging longtime crafters
Figure 43: Length of involvement, by presence of children in household, November 2014
RETAILERS SHOPPED FOR ARTS AND CRAFTS MATERIALS
Key points
Preferred retail destinations
Figure 44: Retail destinations for art and craft materials, by gender, November 2014
Figure 45: Arts and crafts stores shopped at in the last three months, July 2007-September 2014
ARTS AND CRAFTS PURCHASING BEHAVIORS
Key points
Female crafters looking for a good deal
Loyalty programs could be improved
Male crafters likely information seekers
Figure 46: Shopping behaviors for arts and crafts in-store, by gender, November 2014
THE CRAFTING EXPERIENCE
Key points
Craft inspiration
Crafters most inspired by Pinterest
Men find inspiration in home improvement
Figure 47: Home Depot Pinterest page, January 2014
Figure 48: Resources for craft ideas and inspiration, by gender, November 2014
Motivation
Crafting: fun for all ages
Figure 49: Motivations for making arts/crafts, by gender, November 2014
Figure 50: Michaels email landing page, April 2014
Crafting as stress relief
Parents want kids to express creativity
Figure 51: Motivations for making arts/crafts, by gender, November 2014
Longtime crafters see all the benefits of crafting
Figure 52: Motivations for making arts/crafts, by duration of involvement, November 2014
Location of craft making
Few crafters work in a dedicated crafting space
Figure 53: Location of craft making, by gender, November 2014
Crafting is typically solo, potential to promote more social aspects
IMPACT OF RACE AND HISPANIC ORIGIN
Key points
Furniture and home décor popular craft types for Hispanics
Figure 54: Types of arts and crafts made in the last 12 months, by race/Hispanic origin, November 2014
Hispanic crafters spend more than average
Figure 55: Dedication to crafts in the last 12 months – Money spent on art/craft projects, by race/Hispanic origin, November 2014
Whites more likely to be long-term crafters
Figure 56: Length of involvement, by race/Hispanic origin, November 2014
Hispanics less likely to shop in specialty craft stores
Figure 57: Retail destinations for art and craft materials, by race/Hispanic origin, November 2014
Hispanics looking for high-quality craft materials
Figure 58: Shopping behaviors for arts and crafts in-store, by race/Hispanic origin, November 2014
Black consumers look to HGTV for inspiration
Figure 59: Resources for craft ideas and inspiration, by race/Hispanic origin, November 2014
CONSUMER SEGMENTATION
Segmentation overview
Figure 60: Crafting segments and characteristics, November 2014
Figure 61: Crafting segments, November 2014
Heavy Crafters
Definition and demographics
Characteristics
Opportunity
Casual Crafters
Definition and demographics
Characteristics
Opportunity
Large Project Crafters
Definition and demographics
Characteristics
Opportunity
High Output Crafters
Definition and demographics
Characteristics
Opportunity
Mid-Low Budget Variety
Definition and demographics
Characteristics
Opportunity
Segment demographics
Figure 62: Crafting segments by gender, age, household income, primary residence, November 2014
Segment characteristics
Figure 63: Type of art/craft made most often, by crafting segments, November 2014
Figure 64: Shopping behaviors for arts and crafts in-store, by crafting segments, November 2014
Figure 65: Resources for craft ideas and inspiration, by crafting segments, November 2014
Figure 66: Length of involvement, by crafting segments, November 2014
APPENDIX – OTHER USEFUL CONSUMER TABLES
Participation in arts and crafts
Figure 67: Arts and crafts activities in the last 12 months, by gender, August 2013-September 2014
Figure 68: Arts and crafts activities in the last 12 months, by age, August 2013-September 2014
Figure 69: Arts and crafts activities in the last 12 months, by race/Hispanic origin, August 2013-September 2014
Figure 70: Arts and crafts activities in the last 12 months, by household income, August 2013-September 2014
Figure 71: Toys and games kids own or use, by age, April 2013-June 2014
Figure 72: Toys and games kids own or use, by gender and age, April 2013-June 2014
Figure 73: Toys and games kids own or use, by race/Hispanic origin, April 2013-June 2014
Hobbies and leisure time
Figure 74: Video games, by demographics, April 2013-June 2014
Figure 75: Free time, by demographics, April 2013-June 2014
Figure 76: Hobbies/activities, by gender, April 2013-June 2014
Figure 77: Hobbies/activities, by age, April 2013-June 2014
Figure 78: Hobbies/activities, by gender and age, April 2013-June 2014
Figure 79: Hobbies/activities, by race/Hispanic origin, April 2013-June 2014
Figure 80: Electronics, by gender, April 2013-June 2014
Figure 81: Electronics, by age, April 2013-June 2014
Figure 82: Electronics, by gender and age, April 2013-June 2014
Figure 83: Electronics, by race/Hispanic origin, April 2013-June 2014
Figure 84: Tablet use, by demographics, April 2013-June 2014
Figure 85: Tablets use, by gender, April 2013-June 2014
Figure 86: Tablet use, by age, April 2013-June 2014
Figure 87: Tablet use, by gender and age, April 2013-June 2014
Figure 88: Tablets, by race/Hispanic origin, April 2013-June 2014
Figure 89: Tablets activities, by gender, April 2013-June2014
Figure 90: Tablets activities, by age, April 2013-June2014
Figure 91: Tablets activities, by gender and age, April 2013-June2014
Figure 92: Tablets activities, by race/Hispanic origin, April 2013-June2014
Types of arts and crafts made
Figure 93: Types of arts and crafts made in the last 12 months, November 2014
Figure 94: Types of arts and crafts made in the last 12 months, by age, November 2014
Figure 95: Types of arts and crafts made in the last 12 months, by gender and age, November 2014
Figure 96: Types of arts and crafts made in the last 12 months, by race/Hispanic origin, November 2014
Figure 97: Types of arts and crafts made in the last 12 months, by household income, November 2014
Figure 98: Types of arts and crafts made in the last 12 months, by presence of children in household, November 2014
Figure 99: Types of arts and crafts made in the last 12 months, by household size, November 2014
Type of art/craft made most often
Figure 100: Type of art/craft made most often, November 2014
Figure 101: Type of art/craft made most often, by gender, November 2014
Figure 102: Type of art/craft made most often, by age, November 2014
Figure 103: Type of art/craft made most often, by crafting segments, November 2014
Involvement with arts and crafts
Figure 104: Involvement with arts and crafts, November 2014
Figure 105: Involvement with arts and crafts, by age, November 2014
Figure 106: Involvement with arts and crafts, by gender and age, November 2014
Figure 107: Involvement with arts and crafts, by race/Hispanic origin, November 2014
Figure 108: Involvement with arts and crafts, by household income, November 2014
Figure 109: Involvement with arts and crafts, by frequency of crafting, November 2014
Figure 110: Involvement with arts and crafts, by skill level, November 2014
Figure 111: Involvement with arts and crafts, by crafting segments November 2014
Figure 112: Involvement with arts and crafts, by crafting segments, November 2014
Dedication to arts and crafts
Separate art/craft projects worked on
Figure 113: Dedication to crafts in the last 12 months, November 2014
Figure 114: Dedication to crafts in the last 12 months – Separate art/craft projects worked on, November 2014
Figure 115: Dedication to crafts in the last 12 months – Separate art/craft projects worked on, by presence of children in household, November 2014
Figure 116: Dedication to crafts in the last 12 months – Separate art/craft projects worked on, by age of children in household, November 2014
Figure 117: Dedication to crafts in the last 12 months – Separate art/craft projects worked on, by duration of involvement, November 2014
Figure 118: Dedication to crafts in the last 12 months – Separate art/craft projects worked on, by crafting segments, November 2014
Figure 119: Dedication to crafts in the last 12 months – Separate art/craft projects worked on, by crafting segments, November 2014
Money spent on crafts
Figure 120: Dedication to crafts in the last 12 months – Money spent on art/craft projects, by gender, November 2014
Figure 121: Dedication to crafts in the last 12 months – Money spent on art/craft projects, by age, November 2014
Figure 122: Dedication to crafts in the last 12 months – Money spent on art/craft projects, by presence of children in household, November 2014
Figure 123: Dedication to crafts in the last 12 months – Money spent on art/craft projects, by age of children in household, November 2014
Figure 124: Dedication to crafts in the last 12 months – Money spent on art/craft projects, by skill level, November 2014
Duration of involvement
Figure 125: Length of involvement, November 2014
Figure 126: Length of involvement, by gender, November 2014
Figure 127: Length of involvement, by presence of children in household, November 2014
Figure 128: Length of involvement, by age of children in household, November 2014
Frequency of crafting
Figure 129: Frequency of crafting, November 2014
Figure 130: Frequency of crafting, by gender, November 2014
Figure 131: Frequency of crafting, by age, November 2014
Figure 132: Frequency of crafting, by race/Hispanic origin, November 2014
Figure 133: Frequency of crafting, by presence of children in household, November 2014
Figure 134: Frequency of crafting, by age of children in household, November 2014
Figure 135: Frequency of crafting, by duration of involvement, November 2014
Skill level
Figure 136: Skill level, November 2014
Figure 137: Skill level, by household income, November 2014
Figure 138: Skill level, by duration of involvement, November 2014
Figure 139: Skill level, by frequency of crafting, November 2014
Retail destinations
Figure 140: Retail destinations for art and craft materials, November 2014
Figure 141: Retail destinations for art and craft materials, by age, November 2014
Figure 142: Retail destinations for art and craft materials, by gender and age, November 2014
Figure 143: Retail destinations for art and craft materials, by household income, November 2014
Figure 144: Retail destinations for art and craft materials, by presence of children in household, November 2014
Figure 145: Retail destinations for art and craft materials, by age of children in household, November 2014
Figure 146: Retail destinations for art and craft materials, by duration of involvement, November 2014
Figure 147: Retail destinations for art and craft materials, by frequency of crafting, November 2014
Figure 148: Retail destinations for art and craft materials, by crafting segments, November 2014
Figure 149: Retail destinations for art and craft materials, by craft made most often, November 2014
Figure 150: Arts and crafts stores shopped at in the last three months, by demographics, August 2013-September 2014
Figure 151: Arts and crafts stores shopped at in the last three months, by race/Hispanic origin, August 2013-September 2014
Figure 152: Arts and crafts stores shopped at in the last three months, by demographics, August 2013-September 2014
Figure 153: Arts and crafts stores shopped at in the last three months, by race/Hispanic origin, August 2013-September 2014
Purchasing behaviors
Figure 154: Shopping behaviors for arts and crafts in-store, November 2014
Figure 155: Shopping behaviors for arts and crafts in-store, by age, November 2014
Figure 156: Shopping behaviors for arts and crafts in-store, by household income, November 2014
Figure 157: Shopping behaviors for arts and crafts in-store, by crafting segments, November 2014
Craft inspiration
Figure 158: Resources for craft ideas and inspiration, November 2014
Figure 159: Resources for craft ideas and inspiration, by age, November 2014
Figure 160: Resources for craft ideas and inspiration, by household income, November 2014
Figure 161: Resources for craft ideas and inspiration, by crafting segments, November 2014
Figure 162: Resources for craft ideas and inspiration, by craft made most often, November 2014
Craft motivations
Figure 163: Motivations for making arts/crafts, November 2014
Figure 164: Motivations for making arts/crafts, by age, November 2014
Figure 165: Motivations for making arts/crafts, by household income, November 2014
Figure 166: Motivations for making arts/crafts, by presence of children in household, November 2014
Figure 167: Motivations for making arts/crafts, by age of children in household, November 2014
Figure 168: Motivations for making arts/crafts, by skill level, November 2014
Figure 169: Motivations for making arts/crafts, by crafting segments, November 2014
Location of craft making
Figure 170: Location of craft making, November 2014
Figure 171: Location of craft making, by household income, November 2014
Figure 172: Location of craft making, by crafting segments, November 2014
Figure 173: Location of craft making, by crafting segments, November 2014
APPENDIX – TRADE ASSOCIATIONS