"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
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.
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.
“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:
“Crafters” are adults who worked on at least one of the project types listed above within the past 12 months.
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