US Arts and Crafts Consumer Report 2025
Market Intelligence Reports - What's Included
- Interactive Databook
- Multiple Report Formats
- Access to Clients Portal
- Custom Presentation Tool
Crafting remains a prevalent pursuit in the US, with 71% of consumers identifying as crafters. The crafter identity is predominantly made up of women and younger Gen Z and Millennials, but parents are particularly engaged crafters who see crafting as both a personal hobby and a bonding activity with children.
US Arts and Crafts Consumer Analysis
The emotional benefits of crafting make it a popular leisure activity as crafters look for stress relief and a sense of productivity that comes from creating something tangible and personalized. However, challenges like limited time, lack of space, and decreased inspiration can hinder participation. Crafting also offers a strong social dimension beyond its solo appeal with over three-quarters of crafters expressing interest in social crafting meetups held by retailers. With social media being the source of inspiration for a majority of crafters, sites like YouTube and Instagram offer a space for digital exchange that contributes to a community-driven approach to crafting.
Looking forward, growing interest in traditional and niche craft categories will see crafting become a productive pastime. With increasing interest in DIY, personalization and creative sustainability, crafting will continue to blend practicality with personal fulfillment, inspiring crafters and non-crafters to expand their skillsets.
US Arts and Crafts Consumer Report – What’s Inside?
Key Topics Analysed in the Report
- Types of crafts worked on
- The crafter persona and broader craft community
- Crafting frequency
- Crafting motivations & barriers to crafting
- Sources of inspiration for crafters, including social media platforms
- Craft retailers
Report Scope
“Arts and crafts” describes projects made by consumers for recreational or commercial purposes, either using a kit or from base materials. “Creative projects” or “project types” refer to one of the creative activities Mintel’s survey evaluates:
- making home decorations (eg wreaths, centerpieces)
- painting
- drawing or coloring
- decorating baked goods
- paper crafts (eg scrapbooking, die cutting)
- kids’ crafts (eg making slime, nebula jar)
- knitting or crocheting
- jewelry making
- tech-related craft projects (eg 3D printing, electronics)
- woodworking
“Crafters” are adults who worked on at least one of the project types listed above within the past 12 months.
Meet the Expert Behind the Analysis
This report was written by Kimberly Hernandez. Kim joined Mintel in 2021 as an Associate Trends Analyst. She attended Duke University and majored in Environmental Science and Policy, as well as Italian Studies. Her interests include sustainability and engaging storytelling.
Crafting remains a fulfilling hobby and creative outlet. Blending tradition with modern influences, crafts offer a sense of shared creativity and connection.
Kimberly Hernandez
Trends Analyst
Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
- Consumer trends: key takeaways
- Market predictions
- Opportunities
-
THE MARKET
- Market context
- Economic growth is expected to decline in Q1 2025
- Graph 1: quarterly real GDP growth, 2021-25
- Economic challenges may renew interest in creative pursuits
- Spotlight on Mintel Trends
- The home as a canvas for expression
- Graph 2: participation in related craft activities, by home ownership, 2024
- Seasonality drives DIY décor
-
Consumer Insights
- Consumer fast facts
- Overview of crafters
- Crafting through the years
- Graph 3: participation in any art/craft in the past 12 months – any project (NET), 2019-24
- Crafts elevate the everyday
- Graph 4: types of projects worked on in the past 12 months, 2024
- Social media listening unveils two sides of the crafter identity
- Minimalism drives mainstream appeal
- Craft time is a favorite pastime
- Graph 5: making arts/crafts is one of my favorite ways to spend time (% agree), by age, 2024
- Women make up the majority of crafters, but male participation remains steady
- Graph 6: participation in any art/craft in the past 12 months – any project (NET), by age and gender, 2024
- Younger audiences embrace arts and crafts
- Graph 7: arts or craft projects worked on in past 12 months, by age, 2024
- LGBTQ+ individuals are engaged crafters
- Graph 8: participation in any art/craft in the past 12 months – any project (NET), overall vs those in the LGBTQ+ community, 2024
- Celebrity crafters – they’re just like us
- Gender preferences in crafting
- Graph 9: types of projects worked on in the past 12 months, by gender, 2024
- Design, decorate, and celebrate
- Graph 10: attitudes towards home decorating crafts (% agree), 2024
- Kids give parents a reason to craft, but “kidults” hold their own spending power
- Graph 11: participation in any art/craft in the past 12 months – any project (NET), by parental status, 2024
- Elmer’s helps families “stick” together
- Motivations and barriers to crafting
- Crafter confidence and self-reported skill level
- Graph 12: crafting skill level, 2024
- Exploring the confidence gap
- Graph 13: “very skilled” best describes skill level in making arts/crafts, by age, 2024
- The happiness of handmade
- Crafting frequency shows that crafting is a habit, not just a one-time activity
- Graph 14: crafting frequency, 2024
- Generally, crafters are consistent
- Graph 15: changes to crafting frequency, by age, 2024
- Crafting as a solution to inflation and screen fatigue
- Graph 16: reasons for crafting more often now than a year ago, 2024
- Why buy when you can DIY?
- Graph 17: crafting allows me to create things that would be hard to find in stores (% agree), by age and gender, 2024
- The art of staying calm
- Graph 18: reasons for crafting more often now than a year ago (select), by gender, 2024
- Social crafting appeals to a craving for connection
- Graph 19: craft-related activities in the last 12 months, by work situation, 2024
- Retail space for craft circles
- The crafter’s creative block
- Graph 20: reasons for crafting less than a year ago, 2024
- Life can get in the way for crafters
- Non-crafters remain uninterested
- Graph 21: reasons for not working on any arts or crafts projects in the past 12 months, 2024
- Free time is not enough to spark creativity – motivation matters
- Graph 22: reasons for not working on any arts or crafts projects in the past 12 months (select), by age, 2024
- Multitaskers still get crafts done
- Graph 23: “I enjoy multitasking while crafting” (% agree), by age, 2024
- Costs can be prohibitive
- Graph 24: “it’s too expensive” as a reason for not working on any arts or crafts projects in the past 12 months, by household income, 2024
- Crafting community
- Social media is the main source of crafting inspiration
- Graph 25: sources of crafting inspiration, 2024
- There is a clearer path to reach younger crafters
- Graph 26: social media as a source of crafting inspiration, by age and gender, 2024
- Some clear social media targeting emerges
- Graph 27: source of crafting inspiration on social media, by gender, 2024
- Step-by-step tutorials turn crafters into students
- Graph 28: tutorial videos make me more likely to try a new craft (% agree), by age, 2024
- Crafting culture, one post at a time
- Graph 29: source of crafting inspiration on social media (select), by race, 2024
- Crafting content proves to be a family friendly source of inspiration
- Graph 30: sources of crafting inspiration (select), by parental status, 2024
- Retailers and shopping for supplies
- Specialty craft stores are winning over crafters
- Graph 31: art and craft supply purchase locations, 2024
- The retail landscape reveals the mass appeal of traditional craft retailers
- Graph 32: art and craft supply purchase locations, by project type, 2024
- The role of gender in crafting retailer loyalty
- Graph 33: craft retailers, by gender, 2024
- Jo-Ann closures create void for female crafters
- Graph 34: shopped at Jo-Ann for arts & crafts supplies, by age and gender, 2024
- Specialty stores offer greater expertise and in-person support
- Graph 35: crafting attitudes (% agree), 2024
- Even with a limited craft focus, general retailers attract their own dedicated audience
- Graph 36: general retailers, by gender, 2024
- Empowering female DIYers
- Convenience is key for most
- Graph 37: “I prefer shopping at a one-stop shop for all my arts/crafting needs” (% agree), by gender, 2024
- Online retailers meet different needs
- Graph 38: art and craft supply purchase locations – online retailers, by age, 2024
- Etsy’s strength is in its sellers – and their stories
-
COMPETITIVE STRATEGIES
- Launch activity and innovation
- Lion Brand Yarn skips the hard part
- Accessible solutions for a specialized hobby
- Red Heart appeals to the “grand-z” generation
- Marketing and advertising
- Etsy keeps ecommerce human
- Cricut helps parents personalize
- Offer gift-giving guidance
-
Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Consumer qualitative research
- Generations
- Abbreviations and terms
Why Choose Mintel?
Mintel is the world’s leading market intelligence agency. We show you how consumers think today and tomorrow. As a trusted partner to industry leaders, we deliver game-changing insights to businesses across the globe, fuelling their marketing and innovation strategies that will shape the future.
Access high-quality market research with every purchase of Mintel’s consumer reports. Here’s what else is included in your report purchase:
- Multiple Report Formats: Mintel’s reports are available in PDF and PPT formats, and are delivered straight to your inbox, so you can easily share Mintel’s market intelligence.
- Access to Mintel’s Clients Portal: After your purchase is completed, you’ll receive an invitation to join Mintel’s Clients Portal, providing instant access to supplementary insights from Mintel’s industry experts.
- Interactive Databook: Mintel’s bespoke consumer data is presented as an interactive website, so you can deep dive into your chosen topic, explore demographics and download specific statistics.
- Custom Presentation Tool: Easily incorporate selected research data and analysis into a tailor-made presentation to win over clients and stakeholders.
Below is a generic PDF sample report. Understand what you are buying.
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695 (Excl.Tax)
- Instant access when you pay by credit card
- Add multiple reports to your cart to receive a discount
Is this report right for you?
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out morePopular Related Reports
US Sports Betting Market Report 2025
£ 3,695
The sports betting industry is growing rapidly, fueled by the increasing legalization of platforms and strategic advertising by operators. Currently, 55% of consumers have participated in some form...
Find out moreUS Grocery Retailing Market Report 2025
£ 3,695
This Report explores the current state and future trends of the US grocery retail market, highlighting the impact of tariffs and technological advancements – particularly AI – on...
Find out moreUS Diversity in Gaming Consumer Report 2025
£ 3,695
Gamers are calling for greater diversity in video games, emphasizing the importance of better racial, ethnic, and cultural representation. Players are more likely to purchase games that feature...
Find out moreUS Live Entertainment Market Report 2025
£ 3,695
The live entertainment industry in the United States is undergoing significant transformation, shaped by evolving consumer behaviors, technological advancements and external challenges. Among the biggest issues facing the...
Find out moreUS Evolutions in Online Customer Service Report 2025
£ 3,695
This Report explores the transformative changes in online customer service, driven primarily by technological advancements and shifting consumer expectations. As of early 2025, ecommerce sales were expected to...
Find out moreUS Tech in Retail Report 2025
£ 3,695
Brands and retailers are increasingly leveraging technology to improve consumer experiences, increase operational efficiency, and boost profitability. While technology is the backbone of retail, consumers are not always...
Find out moreTrusted by global industry leaders
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
Is this report right for you?
From consumer reports to customised growth strategies. We have an option to suit your business requirements.
Find out more
