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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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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and Terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • The market
                      • Arts and crafts supply revenues to grow steadily over the next five years
                        • Figure 1: Total U.S. retail sales of arts and crafts supplies, at current prices with best- and worst-case scenarios, 2007-17
                      • Influences on making arts and crafts
                        • Increases in craft site usage could motivate interest in handmade items
                          • Figure 2: Monthly Pinterest site visits, April 1, 2012-March 30, 2013
                        • Art participation linked to higher scholastic, lifetime achievement
                          • Figure 3: Incidence of earning a bachelor’s degree and volunteering among low-income students with high vs. low arts involvement, 2009
                        • The consumer
                          • Consumers most likely to have made photographic crafts
                            • Figure 4: Types of arts and crafts made in the last 12 months, February-March, 2013
                          • Gifting and personal gain provide motivation for making arts and crafts
                            • Figure 5: Reasons for making arts and crafts in the last 12 months, February-March 2013
                          • Young adults more likely to buy arts and crafts supplies everywhere
                            • Figure 6: Where arts and crafts supplies are purchased, by age, February-March 2013
                          • For most, past year spending on arts and crafts less than $300 regardless of income
                            • Figure 7: Money spent for art or craft projects in the last 12 months, by household income, February-March 2013
                          • Artists and crafters going online for project information
                            • Figure 8: Opinions about using the internet for arts and crafts activities, February-March 2013
                          • Arts and crafts are meaningful and unique, especially to young adults
                            • Figure 9: Attitudes toward making arts and crafts, by age, February-March 2013
                          • What we think
                          • Issues in the Market

                              • 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?
                                  • Insights and Opportunities

                                    • More opportunities for customized digital art
                                      • Monthly craft subscriptions for adults
                                        • Advertising to target older artists, crafters
                                        • Trend Application

                                            • Inspire trend: Objectify
                                              • Inspire trend: Back to the Experts
                                                • Mintel Futures: Human
                                                • Market Size and Forecast – Arts and Crafts Supplies

                                                  • Key points
                                                    • Arts and crafts supply sales to increase through 2017
                                                      • Figure 10: Total U.S. retail sales of arts and crafts supplies, at current prices, 2007-17
                                                      • Figure 11: Total U.S. retail sales of arts and crafts supplies, at inflation-adjusted prices, 2007-17
                                                    • Fan chart forecast
                                                        • Figure 12: Total U.S. retail sales of arts and crafts supplies, at current prices with best- and worst-case scenarios, 2007-17
                                                    • Factors Influencing Participation in Arts and Crafts

                                                      • Key points
                                                        • Online sharing sites increase enthusiasm for arts and crafts
                                                          • Figure 13: Monthly Pinterest site visits, April 1, 2012-March 30, 2013
                                                        • Artistic involvement linked to scholastic achievement
                                                          • Figure 14: Incidence of earning a bachelor’s degree and volunteering among low income students with high vs. low arts involvement, 2009
                                                      • Arts and Crafts Supplies Segment Performance

                                                        • Key points
                                                          • General crafts account for largest share of arts and crafts supplies sales
                                                            • Despite lower sales, fine arts are popular among consumers
                                                              • Figure 15: Total U.S. sales of arts and crafts supplies, by segment, 12 months ending June 30, 2011
                                                          • Retailer Overview

                                                              • Leading arts and crafts supply stores
                                                                • Michaels Stores, Inc.
                                                                  • Figure 16: Michaels Stores share of revenues, by product category, fiscal years 2010-12
                                                                • Jo-Ann Fabric & Craft Stores
                                                                  • Sewing products
                                                                    • Non-sewing products
                                                                        • Figure 17: 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
                                                                                        • Innovations and Innovators

                                                                                          • Overview
                                                                                            • Subscription arts and crafts service offers creative way to entertain kids
                                                                                              • Colorful Inspiration
                                                                                                • Figure 18: Kiwi Crate “Stained Glass” Colorful Inspiration project
                                                                                              • Dig Into Dinosaurs
                                                                                                • Figure 19: Kiwi Crate “Fossil Fun” Dig Into Dinosaurs project
                                                                                              • Growing Gardens
                                                                                                • Figure 20: Kiwi Crate “Veggie Pot” Growing Gardens project
                                                                                              • Mobile apps introduce more creativity into photography, drawing
                                                                                                • Snap Chop
                                                                                                  • Figure 21: Snap Chop generated example meme, April 2013
                                                                                                • Gifture
                                                                                                  • TypeDrawing
                                                                                                    • Figure 22: TypeDrawing tutorial video, May 2012
                                                                                                  • Tracing Paper
                                                                                                  • Marketing Strategies and Initiatives

                                                                                                    • Overview
                                                                                                      • Online arts and crafts deals promote personalization
                                                                                                        • Alpaca Art
                                                                                                          • Figure 23: Alpaca Art Groupon promotion, March 2013
                                                                                                        • Personalized Books R Us
                                                                                                          • Figure 24: Personalized Books R Us Groupon promotion, March 2013
                                                                                                        • Art used as a way to promote charitable causes
                                                                                                          • Picasso and Chicago
                                                                                                            • Figure 25: Picasso and Chicago email promotion, March 2013
                                                                                                          • Earth Day Baby Bump Shower
                                                                                                            • Figure 26: Earth Day Baby Bump Shower email listserv promotion, April 2013
                                                                                                          • Michaels Stores show craft work can promote environmentalism
                                                                                                            • Re-Purpose: Neighborhood Block Party
                                                                                                              • Figure 27: Michaels Stores Re-Purpose: Neighborhood Block Party how-to video, April 2013
                                                                                                            • Re-Purpose: Easy Tee Shirt Transfer
                                                                                                              • Figure 28: Michaels Stores Re-Purpose: Easy Tee Shirt Transfer how-to video, April 2013
                                                                                                            • Re-Purpose: Block Party Tables
                                                                                                              • Figure 29: Michaels Stores Re-Purpose: Block Party Tables how-to video, April 2013
                                                                                                            • Arts and crafts highlighted in community event promotions
                                                                                                              • Claremont Chamber of Commerce
                                                                                                                • Figure 30: Claremont Chamber of Commerce Village Venture Arts & Crafts Faire online ad, October 2012
                                                                                                              • Weston Craft Show
                                                                                                                • Figure 31: Weston Craft Fair artisan application online ad, January 2013
                                                                                                            • Types of Arts and Crafts Made

                                                                                                              • Key points
                                                                                                                • Photo albums and gifts the most popular handmade crafts
                                                                                                                  • Figure 32: Types of arts and crafts made in the last 12 months, February-March 2013
                                                                                                                • Insight: Digital tools may impede the creation of handmade albums
                                                                                                                  • Nearly half of kids aged 6-11 engage in painting, drawing, or sculpting
                                                                                                                    • Figure 33: Activities and hobbies kids age 6-11 participate in, by age, April 2011-June 2012
                                                                                                                  • Women making most crafts, but more men drawn to woodworking
                                                                                                                    • Figure 34: Types of arts and crafts made in the last 12 months, by gender, February-March 2013
                                                                                                                  • Youngest consumers an ideal target for arts and crafts opportunities
                                                                                                                    • Figure 35: Types of arts and crafts made in the last 12 months, by age, February-March 2013
                                                                                                                • Reasons for Making Arts and Crafts

                                                                                                                  • Key points
                                                                                                                    • Nearly half of artists and crafters making gifts
                                                                                                                        • Figure 36: Reasons for making arts and crafts in the last 12 months, February-March 2013
                                                                                                                      • Youngest crafters see education, income potential in arts and crafts
                                                                                                                        • Figure 37: Reasons for making arts and crafts in the last 12 months, by age, February-March 2013
                                                                                                                        • Figure 38: Income distribution of households, by generation, 2011
                                                                                                                    • Where Arts and Crafts Supplies are Purchased

                                                                                                                      • Key points
                                                                                                                        • Most buy supplies at specialty craft stores, mass merchandisers
                                                                                                                          • Figure 39: Where arts and crafts supplies are purchased, by in-store and online, February-March 2013
                                                                                                                        • Young crafters buy supplies from the widest variety of retailers
                                                                                                                          • Figure 40: Where arts and crafts supplies are purchased, by age, February-March 2013
                                                                                                                          • Figure 41: Where arts and crafts supplies are purchased, Millennial parents vs. non-Millennial parents, February-March 2013
                                                                                                                        • Demographics impact how arts and crafts are purchased
                                                                                                                        • Money Spent for Art or Craft Projects

                                                                                                                          • Key points
                                                                                                                            • In past year, most spending less than $100 on arts and crafts
                                                                                                                              • Figure 42: Money spent for art or craft projects in the last 12 months, February-March 2013
                                                                                                                            • Consumers spending little on arts and crafts regardless of income
                                                                                                                              • Figure 43: Money spent for art or craft projects in the last 12 months, by household income, February-March, 2013
                                                                                                                          • Arts and Crafts and the Internet

                                                                                                                            • Key points
                                                                                                                              • Opportunity exists to promote online resources for arts and crafts
                                                                                                                                • Figure 44: Opinions about using the internet for arts and crafts activities, February-March 2013
                                                                                                                              • Young adults the most enthusiastic about online arts and crafts offerings
                                                                                                                                • Figure 45: Opinions about using the internet for arts and crafts activities, by age, February-March 2013
                                                                                                                            • Attitudes Toward Making Arts and Crafts

                                                                                                                              • Key points
                                                                                                                                • Arts and crafts projects hold sentimental value
                                                                                                                                  • Figure 46: Attitudes toward making arts and crafts, February-March 2013
                                                                                                                                • Young adults especially likely to look for meaning in arts and crafts
                                                                                                                                  • Figure 47: Attitudes toward making arts and crafts, by age, February-March 2013
                                                                                                                              • Impact of Race and Hispanic Origin

                                                                                                                                • Key points
                                                                                                                                  • More Hispanics making all types of arts and crafts
                                                                                                                                    • Figure 48: Types of arts and crafts made in the last 12 months, by race/Hispanic origin, February-March 2013
                                                                                                                                  • Fewer blacks, Hispanics buy supplies from specialty stores
                                                                                                                                    • Figure 49: Where arts and crafts supplies are purchased, by race/Hispanic origin, March 2013
                                                                                                                                    • Figure 50: Median household income by race and Hispanic origin of householder, 2011
                                                                                                                                  • Blacks and Hispanics more likely to socialize through arts and crafts
                                                                                                                                    • Figure 51: Attitudes toward making arts and crafts, by race/Hispanic origin, February-March 2013
                                                                                                                                    • Figure 52: Household size, by race and Hispanic origin, 2012
                                                                                                                                • Cluster Analysis

                                                                                                                                    • Figure 53: Arts and crafts clusters, February-March 2013
                                                                                                                                  • Sentimental Crafters
                                                                                                                                    • Demographics
                                                                                                                                      • Characteristics
                                                                                                                                        • Opportunity
                                                                                                                                          • Occasional Crafters
                                                                                                                                            • Demographics
                                                                                                                                              • Characteristics
                                                                                                                                                • Opportunity
                                                                                                                                                  • Up and Coming Crafters
                                                                                                                                                    • Demographics
                                                                                                                                                      • Characteristics
                                                                                                                                                        • Opportunity
                                                                                                                                                          • Cluster characteristic tables
                                                                                                                                                            • Figure 54: Types of arts and crafts made in the last 12 months, by arts and crafts clusters, February-March 2013
                                                                                                                                                            • Figure 55: Reasons for making arts and crafts, by arts and crafts clusters, February-March 2013
                                                                                                                                                            • Figure 56: Where arts and crafts supplies are purchased, by arts and crafts clusters, February-March 2013
                                                                                                                                                            • Figure 57: In-store vs. online purchases of art or craft supplies, by arts and crafts clusters, February-March 2013
                                                                                                                                                            • Figure 58: Money spent for art or craft projects in the last 12 months, by arts and crafts clusters, February-March 2013
                                                                                                                                                            • Figure 59: Opinions about using the internet for arts and crafts activities, by arts and crafts clusters, February-March 2013
                                                                                                                                                            • Figure 60: Attitudes toward making arts and crafts, by arts and crafts clusters, February-March 2013
                                                                                                                                                          • Cluster demographics
                                                                                                                                                            • Figure 61: Profile of arts and crafts clusters, by key demographics, February-March 2013
                                                                                                                                                          • Cluster methodology
                                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                                            • Types of arts and crafts made
                                                                                                                                                              • Figure 62: Types of arts and crafts made in the last 12 months, by household income, February-March 2013
                                                                                                                                                              • Figure 63: Types of arts and crafts made in the last 12 months, by generation, February-March 2013
                                                                                                                                                              • Figure 64: Types of arts and crafts made in the last 12 months, Millennial parents vs. non-Millennial parents, March 2013
                                                                                                                                                            • Reasons for making arts and crafts
                                                                                                                                                              • Figure 65: Reasons for making arts and crafts in the last 12 months, by gender, February-March 2013
                                                                                                                                                              • Figure 66: Reasons for making arts and crafts in the last 12 months, by household income, February-March 2013
                                                                                                                                                              • Figure 67: Reasons for making arts and crafts in the last 12 months, by race/Hispanic origin, February-March 2013
                                                                                                                                                              • Figure 68: Reasons for making arts and crafts in the last 12 months, by generation, February-March 2013
                                                                                                                                                              • Figure 69: Reasons for making arts and crafts in the last 12 months, Millennial parents vs. non-Millennial parents, February-March 2013
                                                                                                                                                            • Where arts and crafts supplies are purchased
                                                                                                                                                              • Figure 70: Where arts and crafts supplies are purchased, by gender, February-March 2013
                                                                                                                                                              • Figure 71: Where arts and crafts supplies are purchased, by household income, February-March 2013
                                                                                                                                                              • Figure 72: Where arts and crafts supplies are purchased, by generation, February-March 2013
                                                                                                                                                              • Figure 73: In-store vs. online purchases of arts and crafts supplies, by gender, February-March 2013
                                                                                                                                                              • Figure 74: In-store vs. online purchases of art or craft supplies, by age, February-March 2013
                                                                                                                                                              • Figure 75: In-store vs. online purchases of art or craft supplies, by household income, February-March 2013
                                                                                                                                                              • Figure 76: In-store vs. online purchases of art or craft supplies, by race/Hispanic origin, February-March 2013
                                                                                                                                                              • Figure 77: In-store vs. online purchases of art or craft supplies, by generation, February-March 2013
                                                                                                                                                              • Figure 78: In-store vs. online purchases of art or craft supplies, Millennial parents vs. non-Millennial parents, February-March 2013
                                                                                                                                                            • Money spent for art or craft projects
                                                                                                                                                              • Figure 79: Money spent for art or craft projects in the last 12 months, by gender, February-March 2013
                                                                                                                                                              • Figure 80: Money spent for art or craft projects in the last 12 months, by age, February-March 2013
                                                                                                                                                              • Figure 81: Money spent for art or craft projects in the last 12 months, by race/Hispanic origin, February-March 2013
                                                                                                                                                              • Figure 82: Money spent for art or craft projects in the last 12 months, by generation, February-March 2013
                                                                                                                                                              • Figure 83: Money spent for art or craft projects in the last 12 months, Millennial parents vs. non-Millennial parents, February-March 2013
                                                                                                                                                            • Arts and crafts and the internet
                                                                                                                                                              • Figure 84: Opinions about using the internet for arts and crafts activities, by household income, February-March 2013
                                                                                                                                                              • Figure 85: Opinions about using the internet for arts and crafts activities, by race/Hispanic origin, February-March 2013
                                                                                                                                                              • Figure 86: Opinions about using the internet for arts and crafts activities, by generation, February-March 2013
                                                                                                                                                              • Figure 87: Opinions about using the internet for arts and crafts activities, Millennial parents vs. non-Millennial parents, February-March 2013
                                                                                                                                                            • Attitudes toward making arts and crafts
                                                                                                                                                              • Figure 88: Strongly agree with attitudes toward making arts and crafts, by gender, February-March 2013
                                                                                                                                                              • Figure 89: Attitudes toward making arts and crafts, by household income, February-March 2013
                                                                                                                                                              • Figure 90: Attitudes toward making arts and crafts, by generation, February-March 2013
                                                                                                                                                              • Figure 91: Attitudes toward making arts and crafts, Millennial parents vs. non-Millennial parents, February-March 2013
                                                                                                                                                          • Appendix – Arts and Crafts Supplies Sales Segments

                                                                                                                                                              • Figure 92: Total U.S. retail sales of supplies for general crafts, by type, 12 months ending June 30, 2011
                                                                                                                                                              • Figure 93: Total U.S. retail sales of supplies for fine arts, by type, 12 months ending June 30, 2011
                                                                                                                                                              • Figure 94: Total U.S. retail sales of supplies for paper and memory crafts, by type, 12 months ending June 30, 2011
                                                                                                                                                              • Figure 95: Total U.S. retail sales of supplies for needle crafts, by type, 12-months ending June 30, 2011
                                                                                                                                                              • Figure 96: Total U.S. retail sales of supplies for artistic crafts, by type, 12 months ending June 30, 2011
                                                                                                                                                              • Figure 97: Total U.S. retail sales of supplies for sewing crafts, by type, 12 months ending June 30, 2011
                                                                                                                                                              • Figure 98: Total U.S. retail sales of supplies for jewelry making and bead crafts, by type, 12 months ending June 30, 2011
                                                                                                                                                              • Figure 99: Total U.S. retail sales of supplies for floral crafts, by type, 12 months ending June 30, 2011
                                                                                                                                                          • Appendix – Trade Associations

                                                                                                                                                            Companies Covered

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

                                                                                                                                                            The Arts and Crafts Consumer - US - May 2013

                                                                                                                                                            £3,174.67 (Excl.Tax)