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The Arts and Crafts Consumer - US - January 2016

Crafting is a popular activity for US adults, with more than half participating in at least one type of craft in the past year. The arts and crafts industry analysis shows that the market is steadily gaining, with an increase in store visits for major craft retailers and the development of social commerce on popular sites such as Instagram and Pinterest.

Additionally, as Americans’ lives become increasingly digital, and more of what they own is stored in the cloud, there is renewed enthusiasm for making and owning hand-crafted items. Amazon has entered the handmade market at an ideal time, as demand for tangible crafted goods grows and Etsy’s command of the market falters.

The types of crafts that participants prefer continue to evolve, with growing interest in culinary crafts and a continued decline of the once-popular craft scrapbooking.

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 crafts (photography, albums, framing); knitting, crocheting, or weaving; sewing, quilting, needlepoint, or embroidery; painting; drawing; furniture crafts (building, refinishing, woodworking); interior design (home decorating, floral design); décor for special events or parties; scrapbooking; paper crafts (card making, origami, calligraphy); ceramics/glass crafts (pottery, sculpture, glassblowing, stained glass); jewelry making; cake or food decorating.

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. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Figure 1: Estimated US retail sales of art supplies, 2011-14
        • The issues
          • “Crafter” is not the preferred nomenclature
            • Figure 2: Crafting nomenclature, by all and crafters, October 2015
          • Men participate in craft activities, but aren’t likely to visit a craft store
            • Figure 3: Shopping locations, by gender, October 2015
          • Walmart siphons Hispanic consumers away from craft chains
            • Figure 4: Shopping locations, by Hispanic origin, October 2015
          • The opportunities
            • Online videos provide instruction and inspiration
              • Figure 5: Craft inspirations, October 2015
            • Men may enter the market by crafting with their kids
              • Figure 6: Craft-related activities – Crafting with kids, by gender, October 2015
            • Crafters likely to buy handmade gifts for others (and themselves)
              • Figure 7: Craft-related activities – Handmade gifts, October 2015
            • What it means
            • The Market – What You Need to Know

              • Sales of art supplies estimated at nearly $1.5 billion
                • Overall craft market is growing
                  • Crafting remains a popular kids activity in the face of new technologies
                    • Online communities support crafters
                      • Population factors work against growth
                      • The Craft Market

                        • Art supplies market approximately $1.5 billion
                          • Figure 8: Estimated US retail sales of art supplies, 2011-14
                          • Figure 9: Retail channel breakdown, 2011 and 2014
                        • Craft market sustains growth despite decline in traditional craft types
                          • Figure 10: Craft participation in the last 12 months (net), 2009-15
                          • Figure 11: Number of Michaels locations opened and closed, 2010-14
                        • Specialty craft chains show growth in visitation
                          • Figure 12: Craft retail stores visited in the last three months, 2009-15
                      • Market Breakdown

                        • Cooking and baking are popular craft types
                          • Scrapbooking loses momentum
                            • Figure 13: Craft participation in the last 12 months, 2009-15
                          • Painting, drawing, sculpting appeal to kids
                            • Figure 14: Kids’ craft participation, 2006-15
                          • Arts and crafts remain popular activity for kids 6-11
                            • Figure 15: Kids’ ownership of toys and games, 2006-15
                        • Market Perspective

                          • Online marketplaces help crafters to thrive
                            • Craft retailers capitalize on seasonal merchandise
                              • Growth in “Paint ‘n’ sip” indicates opportunity for social art classes
                                • Millennial parents revisit kids’ activities with their children
                                • Market Factors

                                  • Growth in social commerce may boost the market and inspire crafters
                                    • Declining rates of marriage and fertility may reduce key craft audience
                                      • Figure 16: Marital status, adults aged 15+, 2005-15
                                    • Decrease in key demographic of kids 6-11 may dampen market
                                      • Figure 17: US population <18, by age, 2010-20
                                  • Key Players – What You Need to Know

                                    • Craft supplies market comprised of three major players
                                      • Amazon and Etsy compete in handmade space
                                        • DIY still an important component of crafting
                                          • Etsy faces challenges
                                            • Pinterest and Etsy demonstrate 2016 craft trends
                                              • Arts education may see a boost
                                              • Retailer Overview

                                                • Michaels Stores Inc.
                                                  • Figure 18: Sales for Michaels stores by department, 2012-14
                                                  • Figure 19: Michaels stores net sales, $ billions, 2010-14
                                                • Jo-Ann Fabric and Craft Stores
                                                  • Hobby Lobby Stores, Inc.
                                                    • Etsy
                                                      • Amazon Handmade
                                                      • What’s In

                                                        • Adult coloring books
                                                          • Hand Made Modern focuses on families
                                                            • Jo-Ann launches “Make-It-Yourself” movement
                                                              • Figure 20: Jo-Ann online advertisement, December 2015
                                                              • Figure 21: Fringe tree by Martha Stewart crafts instructional video, December 2015
                                                            • Visual search makes Pinterest easier to navigate
                                                              • Handmade for a cause
                                                                • Figure 22: Your Wishes Delivered: Handmade gifts of hope, November 2015
                                                            • What’s Out

                                                              • Craft trends on the way out
                                                                • Partnering with retailers tarnishes Etsy’s brand
                                                                  • Expansion may be slowing for Craftsy
                                                                    • Cracking down on counterfeit goods may reduce Etsy’s value
                                                                    • What’s Next

                                                                      • 2016 craft trends gaining traction
                                                                        • Revamped art education efforts pay off
                                                                          • Maker movement in schools helps to marry technology and crafting
                                                                          • The Consumer – What You Need to Know

                                                                            • Key craft audiences include women, parents, Hispanics, and 18-44s
                                                                              • Craft makers consider themselves “creative”
                                                                                • Handmade gifts popular with more than a third of respondents
                                                                                  • Online videos provide instruction and inspiration
                                                                                    • Walmart and craft specialty chains are preferred retail locations
                                                                                    • Popular Types of Arts and Crafts

                                                                                        • Majority of Americans participate in craft making
                                                                                          • Figure 23: Types of arts and crafts made in the last 12 months, October 2015
                                                                                        • Women dominate most craft types
                                                                                          • Figure 24: Types of arts and crafts made in the last 12 months, by gender, October 2015
                                                                                        • Ages 18-44 more focused on craft making
                                                                                          • Figure 25: Any type of arts and crafts made in the last 12 months, by age, October 2015
                                                                                        • Hispanic consumers likely craft makers
                                                                                          • Figure 26: Any type of arts and crafts made in the last 12 months, by race/Hispanic origin, October 2015
                                                                                      • The Language of Crafting

                                                                                          • Respondents prefer “creative,” “handy,” and “DIY-er” to “crafter”
                                                                                            • Figure 27: Crafting nomenclature, by all and crafters, October 2015
                                                                                          • Women identify more as “crafters,” men as “handy”
                                                                                            • Figure 28: Crafting nomenclature, by gender, October 2015
                                                                                          • Younger consumers don’t think of themselves as “handy”
                                                                                            • Figure 29: Crafting nomenclature, by age, October 2015
                                                                                          • Parents identify with language around crafting
                                                                                            • Figure 30: Crafting nomenclature, by parental status, October 2015
                                                                                        • Craft-related Activities

                                                                                            • Craft stores encourage browsing
                                                                                              • Figure 31: Craft-related activities – Buying and selling, by age, October 2015
                                                                                            • More than a third of respondents make or purchase handmade gifts
                                                                                                • Figure 32: Craft-related activities – Handmade gifts, by generational group, October 2015
                                                                                              • A third of respondents learn craft skills through online videos
                                                                                                • Figure 33: Craft-related activities – Online activities, October 2015
                                                                                              • Moms and Dads both crafting with kids
                                                                                                • Figure 34: Craft-related activities – Crafting with kids, by gender, October 2015
                                                                                              • Hispanics over index on craft-related activities
                                                                                                • Figure 35: Craft-related activities – Online and offline behaviors, by Hispanic origin, October 2015
                                                                                            • Shopping Locations

                                                                                                • Craft chains and Walmart are both craft supply destinations
                                                                                                  • Figure 36: Shopping locations, October 2015
                                                                                                  • Figure 37: Shopping behaviors, Walmart and craft specialty retailers, October 2015
                                                                                                • Amazon and Target attract higher-income consumers
                                                                                                  • Figure 38: Shopping locations, by income, October 2015
                                                                                                • Craft chains struggle to attract male crafters
                                                                                                  • Figure 39: Shopping locations, by gender, October 2015
                                                                                                • Hispanic crafters less likely to choose craft speciality store
                                                                                                  • Figure 40: Shopping locations, by Hispanic origin, October 2015
                                                                                                • Textile crafters show preference for specialty stores
                                                                                                  • Figure 41: Shopping locations, by craft type, October 2015
                                                                                              • Shopping Behaviors

                                                                                                  • Shopping can lead to inspiration
                                                                                                    • Figure 42: Shopping behaviors, October 2015
                                                                                                  • Women prompted by sales and men more likely to look for expertise
                                                                                                    • Figure 43: Shopping behaviors – Sales, by gender, October 2015
                                                                                                  • Men more budget conscience than women
                                                                                                    • Figure 44: Shopping behaviors – Budgets, by gender, October 2015
                                                                                                  • Retailers should consider children aged 6-11
                                                                                                    • Figure 45: Shopping behaviors, by presence of kids, October 2015
                                                                                                • Sources of Craft Inspiration

                                                                                                    • YouTube more often a source of inspiration than Pinterest
                                                                                                      • Figure 46: Craft inspirations, October 2015
                                                                                                    • YouTube appeals to parents of kids 6-11
                                                                                                      • Figure 47: Craft inspirations, by presence of children in the household, October 2015
                                                                                                    • Hispanics turn to YouTube for inspiration
                                                                                                      • Figure 48: Craft inspirations, by presence of children in the household, October 2015
                                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                                    • Data sources
                                                                                                      • Consumer survey data
                                                                                                        • Consumer qualitative research
                                                                                                          • Online marketing creative
                                                                                                            • Abbreviations and terms
                                                                                                              • Abbreviations
                                                                                                              • Appendix – The Market

                                                                                                                  • Figure 49: Craft participation in the last 12 months, 2009-15
                                                                                                                  • Figure 50: Craft retail stores visited in the last three months, 2009-15
                                                                                                                  • Figure 51: Craft participation in the last 12 months, 2009-15
                                                                                                                  • Figure 52: Kids’ craft participation, 2006-15
                                                                                                                  • Figure 53: Kids’ ownership of toys and games, 2006-15

                                                                                                              The Arts and Crafts Consumer - US - January 2016

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