Arts and Crafts Consumer - US - January 2015
“The abundance of online communities available to support craft inspiration and instruction has opened new doors for novices and experts interested in crafting. Moreover, these digital platforms have given marketers fresh insights into the wants and needs of the target crafting audience. With this wealth of information available, marketers have the opportunity to engage with crafting consumers at the right time, with the right message, to meet their needs.”
– Dana Spencer, Lifestyles & Leisure Analyst
This report answers the following questions:
- How can marketers convert browsers into crafters?
- Is DIY shifting from a necessity back to optional in the growing economy?
- Can engaging boys increase the number of men interested in crafting?
The arts and crafts market was boosted in 2008 as consumers turned to DIY (do-it-yourself) tactics to cut spending during the economic downturn. As the economy continues to strengthen, however, participation in arts and crafts remains steady. The popularity of crafting has remained stable in part due to the awareness and engagement driven by social networking platforms like Pinterest and online marketplaces like Etsy. The growth of this market is reflected in the expansion of specialty craft chains, with all three major companies (Michaels, Hobby Lobby, and Jo-Ann Stores) adding new store locations in the past two years.
While the core crafting audience remains young women and mothers, there are opportunities for marketers to pursue other segments, such as Hispanics and men, who over index for spending in the category. These secondary segments may have crafting needs that are yet to be satisfied as their motivations, shopping behaviors, and preferred crafts differ from the core audience.
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