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Arts and Crafts Consumer - US - January 2015

“The abundance of online communities available to support craft inspiration and instruction has opened new doors for novices and experts interested in crafting. Moreover, these digital platforms have given marketers fresh insights into the wants and needs of the target crafting audience. With this wealth of information available, marketers have the opportunity to engage with crafting consumers at the right time, with the right message, to meet their needs.”
– Dana Spencer, Lifestyles & Leisure Analyst

This report answers the following questions:

  • How can marketers convert browsers into crafters?
  • Is DIY shifting from a necessity back to optional in the growing economy?
  • Can engaging boys increase the number of men interested in crafting?

The arts and crafts market was boosted in 2008 as consumers turned to DIY (do-it-yourself) tactics to cut spending during the economic downturn. As the economy continues to strengthen, however, participation in arts and crafts remains steady. The popularity of crafting has remained stable in part due to the awareness and engagement driven by social networking platforms like Pinterest and online marketplaces like Etsy. The growth of this market is reflected in the expansion of specialty craft chains, with all three major companies (Michaels, Hobby Lobby, and Jo-Ann Stores) adding new store locations in the past two years.

While the core crafting audience remains young women and mothers, there are opportunities for marketers to pursue other segments, such as Hispanics and men, who over index for spending in the category. These secondary segments may have crafting needs that are yet to be satisfied as their motivations, shopping behaviors, and preferred crafts differ from the core audience.

 

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Table of contents

  1. 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

                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                              Arts and Crafts Consumer - US - January 2015

                                                                                                                                                                                                              £3,174.67 (Excl.Tax)