The Arts and Crafts Consumer - US - January 2014
“There is a core audience of arts and crafts consumers, generally women aged 18-34. Yet marketers have plentiful opportunities to attract new audiences. Parents, younger men, unskilled crafters and consumers selling arts and crafts online are just some examples. Marketers can engage with and increase their share of consumers by understanding the specific needs of these individuals.” – Fiona O’Donnell, Senior Lifestyles & Leisure Analyst
This report looks at the following areas:
- How has the expanded role of the internet changed crafting landscape?
- Are there any unique ways to stand out among parents?
- How can marketers help expand the core audience?
- How can marketers engage with less “serious” crafters?
The arts and crafts market has historically served a niche audience of mostly young women and more dedicated crafters: those who craft frequently, have a wide repertoire of activities, and consider themselves highly skilled. However, many opportunities exist to cast a wider net and attract more atypical audiences who exhibit basic interest in crafting.
The implication is that new audiences are opening up for marketers; young men and homeowners might find and share arts and crafts ideas online, for example. The core audience of arts and crafters is also changing as the rise of Etsy has helped many dedicated crafters open a small business of their own. Marketers who can meet these new needs of the changing arts and crafts audience have an opportunity to engage with a large and growing market.
For the purposes of this report, “arts and crafts” describes projects made by consumers by hand. Relevant items in this category include but are not limited to: photo albums or other photo gifts; painting or drawings; needlecrafts such as knitting, quilting, crocheting, or needlepoint; jewelry; scrapbooks, floral arrangements (using real or artificial flowers); furniture or other home décor; candles; wood carving or other woodwork; pottery or ceramics; paper mache; and blown glass or other glass work.
Mintel uses the term “crafters” when discussing respondents who have made any type of art or craft evaluated by the survey within the past 12 months.
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