The Arts and Crafts Consumer - US - May 2013
“The arts and crafts industry has room to grow in the U.S. To increase involvement, marketers must appeal to more consumers by positioning handmade items as conducive to financial, personal, and social gain. The most likely artists and crafters are those who can either save or make money by making handmade goods, and bond with children and other family members or friends. Pushing a message of uniqueness is also important, as consumers who invest the time and money into making arts and crafts are likely to want to know that the things they create can’t just as easily be bought in stores. Those who can clearly see the sentimental as well as financial value of handcrafted goods will be the most inclined to want to make them.”
– Gretchen Grabowski, Travel & Leisure Analyst
Some questions answered in this report include:
- What kinds of arts and crafts are consumers making?
- What inspires consumers to make arts and crafts?
- Can marketers make arts and crafts work more appealing?
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