Description

Though the stresses of rising prices plague consumers, Canadians don't need much convincing that time crafting is time well-spent.

Candace Baldassarre, Research Analyst

Table of Contents

    • Key issues covered in this Report
  1. Executive summary

    • Consumer Insights

      • Consumer fast facts
      • Types of crafts made
      • Graph 1: art or craft projects worked on in past year, 2023
      • Graph 2: art or craft projects worked on in past 12 months, by age, 2023
      • Graph 3: art or craft projects worked on in past 12 months, men vs women, 2023
      • Graph 4: crafters, by age and gender, 2023
      • Graph 5: art or craft projects worked on in past 12 months (select), mothers vs fathers, 2023
      • Graph 6: art or craft projects worked on in past 12 months (select), South Asian consumers vs overall, 2023
      • Graph 7: daily website/app usage, by race, 2023
      • Graph 8: art or craft projects worked on in past 12 months (select), newer Canadians vs overall, 2023
      • Graph 9: crafters, by region, 2023
      • Graph 10: crafters, by household financial situation, 2023
      • Crafting skill and frequency
      • Graph 11: crafting frequency, 2023
      • Graph 12: crafting at least a few times per week (NET), by types of crafts made, 2023
      • Graph 13: crafting frequency (select), overall vs mothers vs fathers, 2023
      • Graph 14: crafting skill level, by "I think that my crafting skills are better than those of my peers" (% agree) vs overall, 2023
      • Changes in crafting
      • Graph 15: crafting more since a year ago, by age and gender, 2023
      • Graph 16: crafting more since a year ago, overall vs mothers vs fathers, 2023
      • Graph 17: daily social media use, overall vs moms vs dads, 2023
      • Graph 18: reasons for crafting more than a year ago, 2023
      • Graph 19: crafting more because crafting provides stress relief, men vs women, 2023
      • Graph 20: reasons for crafting more (select), overall vs students, 2023
      • Graph 21: reasons for crafting less than a year ago, 2023
      • Graph 22: crafting less because "I don't have as much time this year", by age, 2023
      • Arts and crafts shopping locations
      • Graph 23: art and craft supply purchase locations, 2023
      • Graph 24: purchases art and craft supplies at dollar or discount store, by perceived financial situation, 2023
      • Graph 25: purchases art and craft supplies at dollar or discount store, 2023
      • Graph 26: purchases art and craft supplies from Amazon, by locations of art and craft supplies purchased, 2023
      • Graph 27: art and craft supply purchase locations (select), men vs women, 2023
      • Graph 28: art and craft supplies purchase location (select), overall vs mothers vs fathers, 2023
      • Graph 29: art and craft supply purchase locations (select), by age, 2023
      • Graph 30: art and craft supply purchase locations (select), overall vs students, 2023
      • Creative project inspiration
      • Graph 31: sources of inspiration for creative projects, 2023
      • Graph 32: sources of inspiration for creative projects (select), men vs women, 2023
      • Graph 33: sources of inspiration for creative projects (select), overall vs moms vs dads, 2023
      • Graph 34: sources of inspiration for creative projects (select), by race, 2023
      • Social media inspiration
      • Graph 35: social media sources of inspiration for creative projects, 2023
      • Graph 36: social media sources of inspiration for creative projects, by daily use of social media platform, 2023
      • Graph 37: daily social media use, 2023
      • Graph 38: social media sources of inspiration for creative projects (select), men vs women, 2023
      • Graph 39: daily website/app use, men vs women, 2023
      • Graph 40: social media sources of inspiration for creative projects (select), overall vs moms vs dads, 2023
      • Graph 41: social media sources of inspiration for creative projects (select), by age, 2023
      • Graph 42: social media sources of inspiration for creative projects (select), by language spoken, 2023
      • Barriers to crafting
      • Graph 43: reasons for not crafting in the past 12 months, 2023
      • Graph 44: reasons for not crafting in the past 12 months (select), by age, 2023
      • Graph 45: have not crafted in the past 12 months because "I'm not creative enough", by workplace location, 2023
      • Graph 46: reasons for not crafting in the past 12 months (select), men vs women, 2023
      • Graph 47: reasons for not crafting in the past 12 months (select), men vs women, 2023
      • Graph 48: reasons for not crafting in the past 12 months (select), by household financial situation, 2023
      • Attitudes toward crafting
      • Graph 49: attitudes toward crafting, 2023
      • Graph 50: attitudes toward crafting, by age, 2023
      • Graph 51: "I often get bored and don't complete projects I start", by age, 2023
      • Graph 52: attitudes toward crafting, by race, 2023
      • Graph 53: "I typically enjoy the crafting experience more than the end product", by age and gender, 2023
      • Graph 54: attitudes toward crafting, men vs women, 2023
      • Graph 55: "I would rather make something than buy it", by daily site/app usage, 2023
      • Graph 56: "Tutorial videos make me more willing to try a new craft", by age, 2023
      • Graph 57: "Tutorial videos make me more willing to try a new craft", by language spoken at home, 2023
    • Competitive strategies

      • Launch activity and innovation
      • Marketing and advertising
      • Opportunities
    • The Market

      • Market context
      • Market drivers
      • Graph 58: top three concerns in next six months (NET), 2023
      • Graph 59: top birthplaces of recent Canadian immigrants, 2021
      • Graph 60: population aged 0-14 and 65+, 1988-2068*
      • Graph 61: employed consumers' workplace location, 2023
    • Appendix

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