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The Arts and Crafts Consumer - US - January 2019

"Participation in crafts has declined slightly among the adult population, while there was a small uptick among kids and teens from the last year. As of now, crafting is being bolstered by adults of the iGeneration (aged 18-24) and most of all Millennials (aged 25-42). In order to stay relevant, arts and crafts retailers will have to tap into the crafting motivations of these generations – as a way to express themselves and their lifestyle. Retailers will also have to meet new expectations of convenience, driven by younger generations’ experience shopping in other categories."
- Mike Gallinari, Travel & Leisure Analyst

This Report looks at the following areas:

  • Traditional crafts are declining
  • Stereotypes persist
  • Mass merchandizers and craft stores are in tight competition
  • Talent and time deter people from crafting

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Traditional crafts are declining
              • Figure 1: Adult craft participation in the last 12 months (net) – Simmons, 2010-18
            • Stereotypes persist
              • Mass merchandizers and craft stores are in tight competition
                • Figure 2: Craft purchase location, November 2018
              • Talent and time deter people from crafting
                • Figure 3: Barriers to crafting for interested noncrafters, November 2018
              • The opportunities
                • Hispanic crafters
                  • Figure 4: Craft participation, by race and Hispanic origin, by type, November 2018
                • Simple projects
                  • Figure 5: Craft participation, by type, November 2018
                • Instagram may be the new Pinterest
                  • Figure 6: Social media usage for project inspiration, iGens and Millennials, November 2018
                • What it means
                • The Market – What You Need to Know

                  • Crafting is down among adults, up among teens and kids
                    • Fewer households with kids makes reaching the youth more important
                      • The end of Toys“R”Us leads craft stores to diversify
                        • Screens fight for attention
                          • Michaels is toying with competitors
                            • Hobby Lobby sticks to its principles
                              • Jo-Ann rebrands
                                • Etsy gets-y serious
                                  • Mass merchandizers are relying on scale, convenience
                                  • The Market

                                    • Traditional craft participation by adults continues its bumpy ride
                                      • Figure 7: Adult craft participation in the last 12 months (net) – Simmons, 2010-18
                                    • All surveyed crafts decline among adults
                                      • Figure 8: Adult participation in specific crafts in the last 12 months (Simmons), 2010-18
                                    • Uptick in participation among kids and teens
                                      • Figure 9: Teens’ and kids’ participation in crafts in the last 12 months (Simmons), net any craft, 2010-18
                                    • Declining for adults, photography is rebounding for teens
                                      • Figure 10: Teens’ participation in specific crafts in the last 12 months (Simmons), 2010-18
                                      • Figure 11: Kids’ participation in specific crafts in the last 12 months (Simmons), 2010-18
                                  • Market Factors

                                    • Continued decline of the share of households with children
                                      • Figure 12: Share of households, by presence of related children, 2008-18
                                    • There’s money to spend, but people may need convincing to craft
                                      • Figure 13: Disposable personal income change from previous period, January 2007-November 2018
                                  • Market Perspective

                                    • RIP Toys“R”Us
                                      • Party on
                                        • Mobile games make recreation a battle royale
                                          • Figure 14: Profile of mobile device gamer, March 2018
                                        • Reuniting families by limiting screen time
                                          • Figure 15: Millennial priorities, by parental status, March 2018
                                      • Key Retailers

                                        • Michaels Stores Inc.
                                            • Figure 16: Net of sales and number of Michaels and related stores at the end of FY 2012-17
                                          • Hobby Lobby
                                            • Figure 17: Hobby Lobby 50%-Off Christmas Sale, November 2018
                                          • Jo-Ann Stores, Inc.
                                            • Etsy
                                              • Mass merchandisers
                                                • Figure 18: Walmart’s Art, Craft, Sewing & Party Supplies website menu, December 2018
                                            • Key Trends – What You Need to Know

                                              • Paper crafts, crocheting emerging on social
                                                • Magnets attracting attention
                                                  • Turning against perfection
                                                    • Tariffs threaten to raise prices
                                                      • Print media continues to struggle
                                                        • Etsy may be alienating its base
                                                          • In 2019, put a ^_^ on it
                                                            • Dressing up a hobby
                                                              • Wellness hits arts and crafts
                                                              • What’s Popular?

                                                                • Paper chase
                                                                  • Figure 19: Top arts and crafts topics on Instagram, globally, November 2017-18
                                                                • Crocheting conversations on the rise
                                                                  • Figure 20: Top arts and crafts topics on Pinterest, November 2017-18
                                                                • Licensed characters attract fan purchase
                                                                  • Figure 21: Opinions of licensed character merchandise, by gender and parental status, July 2018
                                                                • Magnets attracting consumers
                                                                  • Celebrating our #fails
                                                                    • Figure 22: Instances of “Pinterest fails” on Pinterest, November 2017-18
                                                                  • Public shared workshops
                                                                  • What’s Struggling?

                                                                    • Tariffs affect craft materials
                                                                      • Folding magazines make bad papercraft
                                                                        • Etsy changes vex sellers
                                                                        • What’s Next?

                                                                          • 2019 arts and crafts trends
                                                                            • Subdued yet rich
                                                                              • Continued cosplay growth
                                                                                • Wellness through crafting
                                                                                  • Figure 23: LEGO Forma: First Of Its Kind Partnership with Indiegogo, October 2018
                                                                                • Etsy Premium
                                                                                  • Craft with me?
                                                                                  • The Consumer – What You Need to Know

                                                                                    • Millennials are the craft generation
                                                                                      • Hispanics are a huge opportunity
                                                                                        • Easy, please-y
                                                                                          • Technology is the future
                                                                                            • Specialty retailers face challenges from online sellers
                                                                                              • Pinterest most popular source of inspiration, but doesn’t reign
                                                                                                • Make instructions digestible
                                                                                                  • There is value in the process
                                                                                                  • The Crafter

                                                                                                    • Crafting most popular among the young
                                                                                                      • Figure 24: Craft participation, November 2018
                                                                                                      • Figure 25: Incidence of crafting, by gender and generation, November 2018
                                                                                                    • Millennial passions include crafts
                                                                                                      • Figure 26: Passion for crafting, by gender, generation, and income, November 2018
                                                                                                    • Crafting lowest among highest earners
                                                                                                      • Figure 27: Craft participation, by household income, November 2018
                                                                                                    • Impressions of crafters
                                                                                                      • They’re everywhere!
                                                                                                        • Figure 28: Craft participation, by area, November 2018
                                                                                                      • Crafting isn’t always about the destination
                                                                                                        • Figure 29: Perceptions of process over result, by gender, November 2018
                                                                                                    • The Projects

                                                                                                      • Simple crafts are the most popular
                                                                                                        • Figure 30: Craft participation, by type, November 2018
                                                                                                      • Parent crafting drop-off
                                                                                                        • Figure 31: Craft participation of parents, by age group of children, November 2018
                                                                                                      • Hispanics are big into crafting
                                                                                                        • Figure 32: Craft participation, by race and Hispanic origin, by type, November 2018
                                                                                                      • Connector pins vs needles
                                                                                                        • Figure 33: Participation in specific crafts, by gender, November 2018
                                                                                                        • Figure 34: Ownership/interest in tech devices, Net, by gender, May 2018
                                                                                                      • Looking toward the future
                                                                                                        • Cosplay
                                                                                                          • Figure 35: Craft participation, by generation, November 2018
                                                                                                      • Shopping for Craft Supplies

                                                                                                        • Craft retailers face challenges
                                                                                                          • Figure 36: Craft purchase location, November 2018
                                                                                                        • Specialty craft retailers can improve party supplies
                                                                                                          • Figure 37: Craft purchase location, by craft type, November 2018
                                                                                                        • Jo-Ann Stores still wins in textiles, but aiming for multicategory appeal
                                                                                                          • Figure 38: Craft purchase location, by craft type, November 2018
                                                                                                        • Specialty retailers need to hold on to younger consumers
                                                                                                          • Figure 39: Craft purchase location, by generation, November 2018
                                                                                                        • Men shop wherever local may be
                                                                                                          • Figure 40: Craft purchase location, by gender, November 2018
                                                                                                          • Figure 41: Reasons for choosing a craft retailer, by gender, November 2018
                                                                                                        • Price is the most important factor by far
                                                                                                          • Figure 42: TURF analysis – Craft supply retailer considerations, November 2018
                                                                                                        • Amazon beating craft stores on price
                                                                                                          • Figure 43: Path to purchase between Amazon and brick-and-mortar retailer, April 2018
                                                                                                      • Inspiration

                                                                                                        • A life less Pinteresting
                                                                                                          • Figure 44: Sources of project inspiration, November 2018
                                                                                                        • Instagram is becoming a more important platform
                                                                                                          • Figure 45: Social media usage for project inspiration, iGens and Millennials, November 2018
                                                                                                        • Magazines have value, but need to modernize
                                                                                                          • Figure 46: Usage of magazines for inspiration, by generation, November 2018
                                                                                                        • Black and Hispanic crafters browse beyond Pinterest
                                                                                                          • Figure 47: Social media inspiration sources, by race and Hispanic origin, November 2018
                                                                                                        • Craft stores need to be more personable
                                                                                                          • Figure 48: Sources of inspiration, social media vs retailers, by generation, November 2018
                                                                                                          • Figure 49: Attitudes toward companies, October 2018
                                                                                                        • Tech crafters look to varied sources for inspiration
                                                                                                          • Figure 50: Inspiration sources, by craft type, November 2018
                                                                                                      • Barriers to Crafting

                                                                                                        • Lack of interest is the primary barrier
                                                                                                          • Figure 51: Barriers to crafting, November 2018
                                                                                                        • Aw, there’s nothing in that craft bag for me
                                                                                                          • Figure 52: Barriers to crafting for interested noncrafters, November 2018
                                                                                                        • Crafts aren’t a hobby for the elderly
                                                                                                          • Figure 53: Interest-based reasons for not crafting, by generation, November 2018
                                                                                                        • Time is a factor for Millennials, Gen Xers
                                                                                                          • Figure 54: Reasons for not crafting, Millennials and Generation X, November 2018
                                                                                                      • Attitudes toward the Process

                                                                                                        • Millennials are into the process
                                                                                                          • Figure 55: Attitudes about the arts and crafts process, by generation, November 2018
                                                                                                        • Cheer up, young ones
                                                                                                          • Figure 56: Discouragement, by generation, November 2018
                                                                                                        • White crafters more likely to craft alone
                                                                                                          • Figure 57: Attitudes toward crafting, by race and Hispanic origin, November 2018
                                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                                        • Data sources
                                                                                                          • Consumer survey data
                                                                                                            • Consumer qualitative research
                                                                                                              • Direct marketing creative
                                                                                                                • Abbreviations and terms
                                                                                                                  • Abbreviations
                                                                                                                    • Terms
                                                                                                                    • Appendix – The Market

                                                                                                                        • Figure 58: Adult craft participation in the last 12 months, 2010-18
                                                                                                                        • Figure 59: Teen craft participation in the last 12 months, 2010-18
                                                                                                                        • Figure 60: Kids craft participation in the last 12 months, 2010-18

                                                                                                                    The Arts and Crafts Consumer - US - January 2019

                                                                                                                    US $4,395.00 (Excl.Tax)