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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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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources – consumer survey data
          • Abbreviations and terms
          • Executive Summary

              • 62.5 million consumers made arts and crafts in 2012
                • Figure 1: The crafting community in the US, by type of craft, 2012
              • Participation in arts/crafts leisure hobbies increasing
                • Figure 2: Numbers of consumers participating in select arts/crafts leisure activities/hobbies, 2009-13
              • Young women are the core arts and crafts consumer
                • Figure 3: Arts and/or crafts made in the last 12 months, by gender and age, October 2013
              • Parents twice as likely as the average to make arts and crafts
                • Figure 4: Types of art and crafts made in the last 12 months, by parents with children and age, October 2013
              • One third of crafters make crafts six or more times per year
                • Figure 5: Frequency of making art and crafts, October 2013
              • Majority of consumers make arts and crafts from scratch
                • Figure 6: Method of making art and crafts, October 2013
              • Making arts and crafts to give as gifts is a common motivation
                • Figure 7: Given handmade art/crafts to family/friends as gifts, by gender and age, October 2013
              • Social media is a useful resource for parents
                • Figure 8: Usefulness of social media posts to making a new art/craft– Useful, by parents with children and age, October 2013
              • Half of those with basic skills looking to learn
                • Figure 9: Reasons for making arts and crafts, by basic skills for making art and crafts, October 2013
              • What we think
              • Issues and Insights

                  • How has the expanded role of the internet changed crafting landscape?
                    • The issues
                      • The implication: online resources allow marketers to cater directly to specific needs
                        • Are there any unique ways to stand out among parents?
                          • The issues
                            • The implication: marketing to parents should focus on how crafting is good for them
                              • How can marketers help expand the core audience?
                                • The issues
                                  • The implication: there are multiple opportunities to attract less common audiences
                                    • How can marketers engage with less “serious” crafters?
                                      • Issues:
                                        • Insight: consumers are eager to learn
                                        • Trend Application

                                            • Trend: The Man in the Mirror
                                              • Trend: Objectify
                                                • Mintel futures trend: Old Gold
                                                • Size of Consumer Market for Arts and Crafts

                                                  • Key points
                                                    • Participation in some leisure hobbies increases 2009-13
                                                        • Figure 10: Numbers of consumers participating in select arts/crafts leisure activities/hobbies, 2009-13
                                                      • 62.5 million consumers made arts and crafts in 2012
                                                          • Figure 11: Size of crafting community in the US, 2012
                                                      • Leading Companies

                                                        • Leading arts and crafts supply stores
                                                          • Michaels Stores, Inc.
                                                            • Figure 12: Michaels Stores share of revenues, by product category, fiscal years ending 2010-12
                                                          • Jo-Ann Fabric & Craft Stores
                                                            • Sewing products
                                                              • Non-sewing products
                                                                  • Figure 13: Jo-Ann Fabric and Craft Stores sewing vs. non-sewing product share of revenues, fiscal years ending January 2009-11
                                                                • Hobby Lobby
                                                                  • EthnoGraphic Media
                                                                    • Every Tribe Entertainment
                                                                      • Hemispheres
                                                                        • Mardel Christian & Education
                                                                          • Select local and specialty arts and crafts stores
                                                                            • Art Fire
                                                                              • Austin Art Garage
                                                                                • Dakota Art Stores
                                                                                  • Foursided and Twosided
                                                                                    • Etsy
                                                                                      • Figure 14: Etsy monthly sales, November 2009-13
                                                                                      • Figure 15: Etsy user monthly characteristics, November 2009-13
                                                                                      • Figure 16: Etsy infographic, November 2009-13
                                                                                  • Marketing Strategies

                                                                                    • Jo-Ann Stores iPad app helps users discover next project
                                                                                      • Figure 17: Jo-Ann Stores iPad App, 2013
                                                                                    • Michaels Stores promotes new product line on Pinterest
                                                                                      • Figure 18: Michaels Stores Framed Board, Pinterest, 2013
                                                                                    • Shutterfly ads describe photo books as “the best gift ever”
                                                                                      • Figure 19: Shutterfly, “Photo Books Make the Best Gift Ever,” television ad, 2013
                                                                                      • Figure 20: Shutterfly, “Cardworthy Holiday Photos,” television ad, 2013
                                                                                    • Etsy coaches users how to succeed
                                                                                      • Target crafts with Celebrity Mommy Ambassador
                                                                                        • Figure 21: Target, “DIY Crafts with Soleil Moon Frye,” YouTube Video, 2013
                                                                                    • Types of Art and Crafts Made in the Last 12 Months

                                                                                      • Key points
                                                                                        • Most arts and crafts made by young women
                                                                                          • Figure 22: Types of art and crafts made in the last 12 months, by gender and age, October 2013
                                                                                        • Parents twice as likely to make arts and crafts
                                                                                          • Figure 23: Types of art and crafts made in the last 12 months, by parents with children and age, October 2013
                                                                                        • Painting, knitting, and jewelry making frequent activities
                                                                                            • Figure 24: Types of art and crafts made in the last 12 months, by frequency of making art and crafts, October 2013
                                                                                          • Knitting and quilting consumers have advanced skills
                                                                                            • Figure 25: Types of art and crafts made in the last 12 months, by skill for making art and crafts, October 2013
                                                                                          • Photo albums made with kits, opportunity for more digital sharing
                                                                                            • Figure 26: Types of art and crafts made in the last 12 months, by method of making art and crafts, October 2013
                                                                                          • Many arts and crafts consumers engage in multiple types
                                                                                            • Figure 27: Types of art and crafts made in the last 12 months, by number of types of arts and crafts made, October 2013
                                                                                        • Frequency of Making Art and Crafts

                                                                                          • Key points
                                                                                            • One third of crafters make them 6+ times per year
                                                                                              • Figure 28: Frequency of making art and crafts, by gender and age, October 2013
                                                                                            • Marketers need to keep consumers with advanced skills interested
                                                                                              • Figure 29: Frequency of making art and crafts, by skill for making art and crafts, October 2013
                                                                                            • Room for consumers who use kits to make more arts and crafts
                                                                                              • Figure 30: Frequency of making art and crafts, by method of making art and crafts, October 2013
                                                                                          • Skill for Making Art and Crafts

                                                                                            • Key points
                                                                                              • Few have advanced skills, which means an opportunity for education
                                                                                                • Figure 31: Skill for making art and crafts, by gender and age, October 2013
                                                                                              • Those with basic skills make arts and crafts only rarely
                                                                                                • Figure 32: Skill for making art and crafts, by frequency of making art and crafts, October 2013
                                                                                              • Opportunity to cross-sell to those with at least intermediate skills
                                                                                                • Figure 33: Skill for making art and crafts, by number of types of arts and crafts made, October 2013
                                                                                            • Method of Making Art and Crafts

                                                                                              • Key points
                                                                                                • Half of crafters make arts and crafts from scratch
                                                                                                  • Figure 34: Method of making art and crafts, by gender and age, October 2013
                                                                                                • High frequency crafters most likely to make crafts from scratch
                                                                                                  • Figure 35: Method of making art and crafts, by frequency of making art and crafts, October 2013
                                                                                                • Less-skilled consumers use kits
                                                                                                  • Figure 36: Method of making art and crafts, by skill for making art and crafts, October 2013
                                                                                              • Arts and Crafts Activities

                                                                                                • Key points
                                                                                                  • Four in 10 crafters give arts and crafts as gifts
                                                                                                    • Figure 37: Arts and crafts activities, by gender and age, October 2013
                                                                                                  • Perhaps surprisingly, parents less likely to give arts and crafts gifts
                                                                                                      • Figure 38: Arts and crafts activities, by parents with children and age of children, October 2013
                                                                                                    • Consumers selling own handmade goods have unique set of needs
                                                                                                      • Figure 39: Arts and crafts activities, by frequency of making art and crafts, October 2013
                                                                                                    • Less-skilled crafters may be afraid to share
                                                                                                      • Figure 40: Arts and crafts activities, by skill for making art and crafts, October 2013
                                                                                                    • Use of kits does not promote experimentation
                                                                                                      • Figure 41: Arts and crafts activities, by method of making art and crafts, October 2013
                                                                                                    • Craft specialists significantly limited in activity
                                                                                                      • Figure 42: Arts and crafts activities, by number of types of arts and crafts made, October 2013
                                                                                                  • Usefulness of Arts and Crafts Resources

                                                                                                    • Key points
                                                                                                      • Experimentation most useful way to learn about new arts and crafts
                                                                                                        • Figure 43: Usefulness of arts and crafts resources, October 2013
                                                                                                      • Social media is a useful resource among parents
                                                                                                        • Figure 44: Usefulness of arts and crafts resources – Useful, by parents with children and age of children, October 2013
                                                                                                      • Infrequent crafters not afraid to experiment on their own
                                                                                                        • Figure 45: Usefulness of arts and crafts resources – Useful, by frequency of making art and crafts, October 2013
                                                                                                      • Those with advanced skills still seek useful resources
                                                                                                        • Figure 46: Usefulness of arts and crafts resources – Useful, by skill for making art and crafts, October 2013
                                                                                                      • In-person events should emphasize ways to expand repertoire
                                                                                                        • Figure 47: Usefulness of arts and crafts resources – Useful, by number of types of arts and crafts made, October 2013
                                                                                                    • Reasons for Making Arts and Crafts

                                                                                                      • Key points
                                                                                                        • Stress relief, learning something new, and sense of accomplishment leading reasons for making crafts
                                                                                                          • Figure 48: Reasons for making arts and crafts, by gender and age, October 2013
                                                                                                        • Parents motivated by personal benefit
                                                                                                          • Figure 49: Reasons for making arts and crafts, by parents with children and age of children, October 2013
                                                                                                        • Infrequent crafters looking to create something for their home
                                                                                                          • Figure 50: Reasons for making arts and crafts, by frequency of making art and crafts, October 2013
                                                                                                        • Half of those with basic skills looking to learn
                                                                                                          • Figure 51: Reasons for making arts and crafts, by skill for making art and crafts, October 2013
                                                                                                        • Crafters who make a variety of crafts want a sense of accomplishment
                                                                                                          • Figure 52: Reasons for making arts and crafts, by number of types of arts and crafts made, October 2013
                                                                                                      • Factors That Encourage Making Arts and Crafts

                                                                                                        • Key points
                                                                                                          • Crafters can be encouraged to craft with right message
                                                                                                            • Figure 53: Factors that encourage making arts and crafts, by gender and age, October 2013
                                                                                                          • Parents open to encouragement
                                                                                                            • Figure 54: Factors that encourage making arts and crafts, by parents with children and age of children, October 2013
                                                                                                          • High-frequency crafters looking for a wider variety of stores
                                                                                                            • Figure 55: Factors that encourage making arts and crafts, by frequency of making art and crafts, October 2013
                                                                                                          • Cost is a universal factor among crafters of all skill levels
                                                                                                            • Figure 56: Factors that encourage making arts and crafts, by skill for making art and crafts, October 2013
                                                                                                        • Impact of Race and Hispanic Origin

                                                                                                          • Key points
                                                                                                            • Hispanics are key arts and crafts audience
                                                                                                              • Figure 57: Types of art and crafts made in the last 12 months, by race/Hispanic origin, October 2013
                                                                                                            • Despite more crafting, Hispanics more likely to have basic skills
                                                                                                              • Figure 58: Skill for making art and crafts, by race/Hispanic origin, October 2013
                                                                                                            • In-person instruction from family or friends most relevant to Hispanics
                                                                                                              • Figure 59: Usefulness of arts and crafts resources – Useful, by race/Hispanic origin, October 2013
                                                                                                            • Hispanics see crafts as a way to spend time with family
                                                                                                              • Figure 60: Reasons for making arts and crafts, by race/Hispanic origin, October 2013
                                                                                                            • More encouragement overall for Hispanics
                                                                                                              • Figure 61: Factors that encourage making arts and crafts, by race/Hispanic origin, October 2013
                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                            • Types of art and crafts made
                                                                                                              • Figure 62: Types of art and crafts made in the last 12 months, by generations, October 2013
                                                                                                            • Frequency of making arts and crafts
                                                                                                              • Figure 63: Frequency of making art and crafts, by race/Hispanic origin, October 2013
                                                                                                            • Skill for making arts and crafts
                                                                                                              • Figure 64: Skill for making art and crafts, by method of making art and crafts, October 2013
                                                                                                            • Arts and crafts activities
                                                                                                              • Figure 65: Arts and crafts activities, by generations, October 2013
                                                                                                              • Figure 66: Arts and crafts activities, by race/Hispanic origin, October 2013
                                                                                                            • Method of making arts and crafts
                                                                                                              • Figure 67: Method of making art and crafts, by number of types of arts and crafts made, October 2013
                                                                                                              • Figure 68: Method of making art and crafts, by race/Hispanic origin, October 2013
                                                                                                            • Usefulness of arts and crafts resources
                                                                                                              • Figure 69: Usefulness of arts and crafts resources – Useful, by gender and age, October 2013
                                                                                                              • Figure 70: Usefulness of arts and crafts resources – Useful, by generations, October 2013
                                                                                                              • Figure 71: Usefulness of arts and crafts resources – Useful, by method of making art and crafts, October 2013
                                                                                                            • Reasons for making arts and crafts
                                                                                                              • Figure 72: Reasons for making arts and crafts, by generations, October 2013
                                                                                                              • Figure 73: Reasons for making arts and crafts, by method of making art and crafts, October 2013
                                                                                                            • Factors that encourage making arts and crafts
                                                                                                              • Figure 74: Factors that encourage making arts and crafts, by gender, October 2013
                                                                                                              • Figure 75: Factors that encourage making arts and crafts, by generations, October 2013
                                                                                                              • Figure 76: Factors that encourage making arts and crafts, by method of making art and crafts, October 2013
                                                                                                              • Figure 77: Factors that encourage making arts and crafts, by number of types of arts and crafts made, October 2013
                                                                                                            • Arts and crafts attitudes by frequency of visiting websites
                                                                                                              • Figure 78: Arts and crafts activities, by frequency of visiting website, October 2013
                                                                                                              • Figure 79: Frequency of making art and crafts, by frequency of visiting website, October 2013
                                                                                                              • Figure 80: Skill for making art and crafts, by frequency of visiting website, October 2013
                                                                                                              • Figure 81: Method of making art and crafts, by frequency of visiting website, October 2013
                                                                                                              • Figure 82: Usefulness of arts and crafts resources – Useful, by frequency of visiting website, October 2013
                                                                                                          • Appendix – Trade Associations

                                                                                                            Companies Covered

                                                                                                            • Amazon North America
                                                                                                            • Etsy
                                                                                                            • Hobby Lobby Stores, Inc
                                                                                                            • Jo-Ann Stores, Inc
                                                                                                            • U.S. Securities and Exchange Commission

                                                                                                            The Arts and Crafts Consumer - US - January 2014

                                                                                                            £3,199.84 (Excl.Tax)