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The Arts and Crafts Consumer - US - January 2018

"Participation in the arts and crafts space remains stable. In 2017, many adults participated in at least one type of arts and crafts activity, with painting/drawing/coloring as the most popular type. The market is propelled by young, female crafters who are motivated to make projects for themselves and their homes, alongside their family members. While few crafters consider their skills to be advanced, nearly all are satisfied with how their projects turn out. Skill level impacts the number of projects crafters take on and how much they spend. Growth in the category may depend on brands’ ability to use technology to make crafting more time efficient for young, social media savvy crafters."
- Gina Cavato, Lifestyles & Leisure Analyst

This Report looks at the following areas:

  • Consumers prefer projects that require fewer materials and less time
  • Inspiration comes from many places
  • Diverse range of projects may indicate fleeting engagement among young crafters

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Profile of crafters, October 2017
        • The issues
          • Consumers prefer projects that require fewer materials and less time
            • Figure 2: Types of arts and crafts, October 2017
          • Inspiration comes from many places
            • Figure 3: Crafting inspiration, October 2017
          • Diverse range of projects may indicate fleeting engagement among young crafters
            • Figure 4: Number of projects worked on, by age, October 2017
          • The opportunities
            • Conversion from basic to intermediate skills can boost spending
              • Figure 5: Number of projects worked on and money spent in the last 12 months, by crafter skill, October 2017
            • Most crafters agree they need to learn new skills
              • Figure 6: Attitudes toward arts and crafts – Select items, October 2017
            • Innovating traditional crafts to incorporate tech can boost interest
              • Figure 7: Attitudes toward arts and crafts – Technology items, October 2017
            • What it means
            • The Market – What You Need to Know

              • Participation in arts and crafts remains stable YOY
                • Less than half of kids and teens crafted in 2017
                  • Household structure change could indicate problems down the road
                    • Internet changes the way consumers access information and shop
                      • Arts and crafts retailers expand offerings to engage consumers
                      • The Market

                        • Share of adults participating in crafts increases
                          • Figure 8: Adult craft participation in the last 12 months (net) – Simmons, 2009-17
                        • Adults
                          • Painting, drawing, sculpting show strongest YOY growth
                            • Traditional photo-based crafts struggle to appeal to consumers
                              • Figure 9: Adult participation in specific crafts in the last 12 months (Simmons), 2009-17
                            • Kids and teens
                              • Teens’ participation in crafts surpasses kids for first time since 2012
                                • Figure 10: Teens’ and kids’ participation in specific crafts in the last 12 months (Simmons), 2009-17
                              • Participation in nearly all types of crafts declined for kids and teens
                              • Market Factors

                                • Share of households with children continues to decline
                                  • Figure 11: Share of households, by presence of related children, 2006-16
                                • Strong economy may lead to leisure time spent outside of the home
                                  • Figure 12: How extra money is spent – Experience items, January 2017
                              • Market Perspective

                                • Internet plays an increasingly important role in shopping habits
                                  • Figure 13: Attitudes toward the internet, 2009-17
                              • Key Retailers

                                • Michaels Stores Inc.
                                  • Figure 14: Net of sales and number of Michaels and Aaron Brothers stores at end of FY 2011-16
                                • Hobby Lobby
                                  • JOANN Fabrics and Crafts Stores
                                    • Etsy
                                        • Figure 15: Revenue for Etsy at end of FY 2012-16
                                      • Etsy demonstrates its online presence through its massive following
                                        • Figure 16: Social media followers by company – Facebook, Pinterest, Instagram, Twitter, and YouTube, December 8, 2016
                                    • Key Trends – What You Need to Know

                                      • (Non)craft brands find their place in the arts and crafts space
                                        • Tech and time redefine when, where, and how projects are created
                                          • Arts and crafts: good for the mind, not the environment?
                                            • Future of arts and crafts may stem from the classroom
                                            • What’s Happening?

                                              • Slime…slime everywhere
                                                • Figure 17: Elmer's Kid-Friendly Glitter Glue Slime Commercial, July 24, 2017
                                              • What (else) is popular
                                                  • Figure 18: The Kindness Rocks Project, video, August 22, 2016
                                                • Thanks to Apple, everyone can be a photographer
                                                  • Figure 19: How to shoot action on iPhone 7 – Apple
                                                • Arts and crafts on-the-go
                                                • What to Watch

                                                  • Amazon puts pressure on arts and crafts brands, retailers, and makers
                                                    • Figure 20: Amazon Handmade, mobile advertisement, April 2017
                                                  • Art to heal the mind
                                                    • Glitter: the latest environmental concern?
                                                      • Arts and crafts and craft beer
                                                        • Figure 21: DIY BAR Portland, June 14, 2017
                                                      • Buy online, pick-up in store at JoAnn Stores
                                                      • What’s Next?

                                                        • 2018 arts and crafts trends
                                                          • Ultra violet…everything
                                                            • STEAM and the future of arts (and crafts)
                                                            • The Consumer – What You Need to Know

                                                              • Young adults fuel arts and crafts industry
                                                                • Crafting skill impacts but doesn’t determine satisfaction
                                                                  • Technology has a place in arts and crafts
                                                                  • Who are Crafters?

                                                                      • Crafters tend to be young, female, and parents
                                                                        • Figure 22: Profile of crafters, October 2017
                                                                    • Types of Arts and Crafts

                                                                        • Nearly seven in 10 adults have crafted in the last 12 months
                                                                            • Figure 23: Types of arts and crafts, October 2017
                                                                          • Women skew toward design and home-décor crafts
                                                                            • Figure 24: Types of arts and crafts, by gender, October 2017
                                                                          • Young adults are most likely to craft and to make more types of crafts
                                                                            • Figure 25: Types of arts and crafts – Number of different types, by age, October 2017
                                                                          • Parents bolster craft market, but dads are taking the lead
                                                                            • Figure 26: Types of arts and crafts, by parent status and gender, October 2017
                                                                          • Smile! Dads love their photo crafts
                                                                            • Figure 27: Types of arts and crafts – Select craft types, by parent status and gender, October 2017
                                                                          • Crafts that can be done digitally appeal to Techy Crafters
                                                                            • Figure 28: Types of arts and crafts, by crafter consumer segments, October 2017
                                                                        • Crafter Consumer Segmentation

                                                                            • Not all crafters are created equal
                                                                                • Figure 29: Crafter consumer segments, October 2017
                                                                                • Figure 30: Attitudes toward arts and crafts, by arts and crafts consumer segments, October 2017
                                                                              • Techy Crafters (24%)
                                                                                • Who are they?
                                                                                  • Verdict
                                                                                    • Figure 31: Profile of Techy Crafters, October 2017
                                                                                  • Social Sellers (21%)
                                                                                    • Who are they?
                                                                                      • Verdict
                                                                                        • Figure 32: Profile of Social Sellers, October 2017
                                                                                      • Busy Independents (17%)
                                                                                        • Who are they?
                                                                                          • Verdict
                                                                                            • Figure 33: Profile of Busy Independents, October 2017
                                                                                          • Non-tech Traditionals (18%)
                                                                                            • Who are they?
                                                                                              • Verdict
                                                                                                • Figure 34: Profile of Non-tech Traditionals, October 2017
                                                                                              • Reluctant Novices (21%)
                                                                                                • Who are they?
                                                                                                  • Verdict
                                                                                                    • Figure 35: Profile of Reluctant Novices, October 2017
                                                                                                • Reasons for Making Arts and Crafts

                                                                                                    • Crafters most likely to make projects for themselves or their home
                                                                                                      • Figure 36: Reasons for making arts and crafts, October 2017
                                                                                                    • Young Crafters consider financial benefits when crafting
                                                                                                      • Figure 37: Reasons for making arts and crafts, by age, October 2017
                                                                                                    • Moms and dads use crafts to spend time with family
                                                                                                      • Figure 38: Reasons for making arts and crafts, by parent status and gender, October 2017
                                                                                                    • For Hispanic Crafters, it’s all about the home…décor
                                                                                                      • Figure 39: Reasons for making arts and crafts – Family and home items, by Hispanic origin, October 2017
                                                                                                    • Projects for the home and made with family motivate Techy Crafters
                                                                                                      • Figure 40: Reasons for making arts and crafts, by select crafter consumer segments, October 2017
                                                                                                  • Crafting Skill, Satisfaction, Spend, and Frequency

                                                                                                      • Most Crafters are satisfied with their projects, fewer have advanced skills
                                                                                                        • Skill and satisfaction
                                                                                                          • Spend and frequency
                                                                                                            • Figure 41: Number of projects worked on, money spent in the last 12 months, crafter skill, crafter satisfaction, October 2017
                                                                                                          • Advanced Crafters make more projects and spend more than average
                                                                                                            • Figure 42: Number of projects worked on and money spent in the last 12 months, by crafter skill, October 2017
                                                                                                          • As children get older, parents spend more on arts and crafts
                                                                                                            • Figure 43: Money spent in the last 12 months, by parent status, gender, and age of children, October 2017
                                                                                                          • Opportunity segments defined by project frequency and spend
                                                                                                            • Figure 44: Number of projects worked on and money spent in the last 12 months, by crafter consumer segments, October 2017
                                                                                                        • Crafting Inspiration

                                                                                                            • Craft stores compete against social media to inspire projects
                                                                                                              • Figure 45: Crafting inspiration, October 2017
                                                                                                            • Young Crafters turn to social media for project inspiration
                                                                                                              • Figure 46: Wiz Khalifa and Busy Philipps Decorate Christmas Trees | Michaels, November 2017
                                                                                                              • Figure 47: Crafting inspiration – Social media items, by age, October 2017
                                                                                                            • Older female Crafters get inspiration in-store and through magazines
                                                                                                              • Figure 48: Crafting inspiration – Craft store and magazine items, by age and gender, October 2017
                                                                                                            • Social media inspires most, but not all, crafter segments
                                                                                                              • Figure 49: Crafting inspiration – Select items, by select crafter consumer segments, October 2017
                                                                                                          • Attitudes toward Arts and Crafts Barriers

                                                                                                              • Crafters agree they need to improve their crafting skills but lack time
                                                                                                                • Figure 50: Attitudes toward arts and crafts – Barrier items, October 2017
                                                                                                              • Core crafter market struggles most with time for arts and crafts
                                                                                                                • Figure 51: Attitudes toward arts and crafts – Time items, by age and parent status, October 2017
                                                                                                              • Inspiration can help less-skilled crafters and boost satisfaction
                                                                                                                • Figure 52: Attitudes toward arts and crafts – Select items, by crafter skill, October 2017
                                                                                                              • Social Sellers need to improve skills, but may be time-constrained
                                                                                                                • Figure 53: Attitudes toward arts and crafts – Barrier items, by crafter consumer segments, October 2017
                                                                                                            • Attitudes toward Arts and Crafts Technology

                                                                                                                • Majority of crafters consider tech an important part of crafting process
                                                                                                                  • I can do it! Crafters prefer to teach themselves
                                                                                                                    • Figure 54: Attitudes toward arts and crafts – Technology items, October 2017
                                                                                                                  • 25-44-year-old crafters most likely to embrace technology
                                                                                                                    • Figure 55: Attitudes toward arts and crafts – Technology items, by age, October 2017
                                                                                                                  • Advanced crafters like to teach themselves and document their projects
                                                                                                                    • Figure 56: Attitudes toward arts and crafts – Select items, by crafter skill, October 2017
                                                                                                                  • Opportunity segments value technology as a part of arts and crafts
                                                                                                                    • Figure 57: Attitudes toward arts and crafts – Technology items, by crafter consumer segments, October 2017
                                                                                                                • Appendix – Data Sources and Abbreviations

                                                                                                                  • Data sources
                                                                                                                    • Consumer survey data
                                                                                                                      • Direct marketing creative
                                                                                                                        • Abbreviations and terms
                                                                                                                          • Abbreviations
                                                                                                                            • Terms
                                                                                                                            • Appendix – The Market

                                                                                                                                • Figure 58: Adult’s participation in crafts in the last 12 months – By net and specific types, 2009-17
                                                                                                                                • Figure 59: Teen’s participation in crafts in the last 12 months - by net and specific types, 2009-17
                                                                                                                                • Figure 60: Kid’s participation in crafts in the last 12 months – By net and specific types, 2009-17
                                                                                                                                • Figure 61: Attitudes toward the internet, 2009-17
                                                                                                                            • Appendix – The Consumer

                                                                                                                                • Figure 62: Types of arts and crafts made, by types of arts and crafts made, October 2017

                                                                                                                            The Arts and Crafts Consumer - US - January 2018

                                                                                                                            US $3,995.00 (Excl.Tax)