US Arts and Crafts Consumer Report 2025
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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
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EXECUTIVE SUMMARY
- What you need to know
- Consumer trends: key takeaways
- Market predictions
- Opportunities
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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
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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
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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
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Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Consumer qualitative research
- Generations
- Abbreviations and terms
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