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The Arts and Crafts Consumer - US - January 2017

Published By :

Mintel

Published Date : Jan 2017

Category :

Lifestyle

No. of Pages : N/A

Consumers today are crafting at similar rates to years past, with 59% of adults being categorized as a crafter. However, interest in traditional craft projects, such as photography and scrapbooking, continue to see slight declines in participation year after year, likely giving rise to less traditional types of crafting projects. Facing increased competition from online marketplaces, specialty crafts stores can differentiate themselves by playing up strengths, crafting knowledge, and expertise. Online marketplaces, on the other hand, are able to distinguish themselves for their convenience and digital prowess.

Table of Content

Overview

What you need to know
Definition

Executive Summary
The issues
Older adults are less likely to craft, and when they do, they are set in their ways
Figure 1: Any arts and crafts made in the last 12 months and number of types, by generation, October 2016
Non-parents – particularly men – are less likely than parents to participate
Figure 2: Any arts and crafts made in the last 12 months, by gender and parental status, October 2016
Young adults more easily frustrated, leave projects unfinished
Figure 3: Attitudes toward crafting – Expectations, by generation, October 2016
The opportunities
Young adults can be influenced to increase their frequency of crafting
Figure 4: Factors that would increase crafting – Any, all vs crafter by generation, October 2016
Consumer reviews are important to most when choosing an arts and crafts retailer
Figure 5: Retailer influencers for craft supply purchases – Reviews, by generation, October 2016
Moving residences and crafting go hand-in-hand
Figure 6: Craft-related activities done in last 12 months – Select items, by crafter recent movers and all, October 2016
What it means

The Market – What You Need to Know
Traditional crafting activities decline slightly among adults, contemporary crafts attract greater participation
Half of teens and kids participate in traditional arts and crafts
18-44s, women, parents are the most likely adult crafters
Digital channels allow crafters to explore other projects, showcase their own creations
The arts and crafts market requires attention from digital brands

The Traditional and Contemporary Crafter Market
Share of adults participating in traditional crafting activities declines
Figure 7: Craft participation in the last 12 months (nets), by adults (Mintel: October 2016; Simmons: July 2015-August 2016), and by teens, kids (April 2015-June 2016)
Figure 8: Adult traditional craft participation in the last 12 months (net) – Simmons, 2009-16
Teen participation declines slightly while kids trend slightly up
Figure 9: Craft participation in the last 12 months (nets) – Simmons, by adults (July 2015-August 2016), and by teens, kids (April 2015-June 2016)

Breakdown of the Traditional Crafter Market
Adult crafters
Photography remains the most popular – But adult participation is in decline
Painting, drawing, sculpting on the rise – Adult coloring books likely contribute
Woodworking and furniture refinishing remains stable
Scrapbooking has had its day – Less than 5% participate
Figure 10: Adult traditional craft participation in the last 12 months (Simmons) – five types, 2009-16
Teen crafters
Photography is growing and is nearly twice as common among teens than adults
Painting, drawing, sculpting, and ceramics see slight growth among teens
Figure 11: Teen traditional craft participation in the last 12 months (Simmons) – six types, 2009-16
Kids’ participation in painting, drawing, sculpting declines
Figure 12: Kid traditional craft participation in the last 12 months (Simmons) – three types, 2009-16

Profile of the Contemporary Crafter
Demographics
Figure 13: Profile of crafters (Mintel), October 2016

Market Perspective
Monthly subscriptions extend to arts and crafts
Figure 14: SketchBox – Make Art Happen, video, October 2016
Crafters can profit from their hobby
Art as entertainment – Ceramics and pottery classes
The ‘90s are back!

Market Factors
Brick-and-mortar stores may face competition from e-commerce retailers
Increasingly “single” society is good news for crafting
Figure 15: Married share of population, 2005-15
Art in schools often first to get nixed from budgets due to cuts
Figure 16: OrchKids: Play Your Song, August 2015

Key Players – What You Need to Know
Crafts websites are innovative and inspire, brick-and-mortar are traditional and helpful
Etsy boasts largest social media following among crafts companies

Key Players Overview
Michaels Stores Inc.
Figure 17: Net sales and number of Michaels and Aaron Brothers stores at end of FY, 2011-15
Figure 18: Michaels Stores retail channel breakdown, 2012-15
Hobby Lobby
Jo-Ann Stores
Etsy
Figure 19: Net sales for Etsy at end of FY, 2012-16
Etsy dominates online with largest social media following
Figure 20: Social media followers by company – Facebook, Pinterest, Instagram, Twitter, YouTube, December 2016

Perceptions of Key Players
Specialty craft stores
Michaels
Hobby Lobby
Jo-Ann Stores
Craft websites
Etsy
Pinterest
Mass Merchandiser
Walmart
Figure 21: Correspondence analysis – Perceptions of crafting stores and websites, October 2016
Figure 22: Perceptions of crafting stores and websites, October 2016
Methodology

Key Trends – What You Need to Know
Access to handmade goods and product innovations helps crafters
Understanding changes in media preferences is important for brands
Etsy leads charge to support self-employed adults
Crafting podcasts and competitions could inspire crafters

What’s Trending
What’s popular
Like it, Love it, and now a Tried it button
Curated content promoted in Pinterest’s Explore tool
Figure 23: Pinterest Explore today’s picks, November 2016
Nifty by Buzzfeed, a digital haven for DIYers
Figure 24: Nifty – DIY Murphy Table, October 2016
Handmade at Amazon gains momentum in first year of service
Michaels launches a loyalty program

What’s Fading?
Trends on the way out
Craftsy slows production of signature videos
Crafting companies that rely on traditional media
Michaels backs its employee following an upset customer’s tirade

What’s Next?
2017 crafts gaining momentum
Competitive crafting
Figure 25: Snoop Dogg & Busy Philipps Make Ornaments | The Make Off | Michaels, November 2016
Securing employment for the gig economy
Craft podcasts

The Consumer – What You Need to Know
Nearly six in 10 adults participated in art and crafts projects
Cooking, hosting, watching craft-related content are most popular related activities
Convenience, supply selection are biggest influencers for retailer chosen
Young adults are most open to influences to increase crafting frequency
Leaving projects unfinished is most common among young adults

Arts and Crafts Made in the Last 12 Months
Nearly six in 10 adults have crafted in the last year
Figure 26: Types of arts and crafts made in last 12 months, October 2015, 2016
Women are out-crafting men for almost all types of crafts . . .
Figure 27: Types of arts and crafts made in the last 12 months, by gender, October 2016
but dads are crafting as much as moms
Figure 28: Any arts and crafts made in the last 12 months, by gender and parental status, October 2016
Crafting likelihood and frequency highest among young adults
Figure 29: Any arts and crafts made in the last 12 months and number of types, by generation, October 2016
Hispanics are more likely to be crafters
Figure 30: Types of arts and crafts made in the last 12 months – Select items, by Hispanic origin, October 2016

Craft-related Activities Done in the Last 12 Months
Crafters are more likely to participate in crafting-related activities
Figure 31: Craft-related activities done in last 12 months, by crafters vs all, October 2016
Crafters who recently moved are greater participants in craft-related activities
Figure 32: Lowe’s Creative Ideas app, August 2016
Figure 33: Craft-related activities done in last 12 months – Select items, by crafter recent movers and all, October 2016
Young crafters are more likely to be interested in the arts
Figure 34: Craft-related activities done in last 12 months – Select items, by crafter generations, October 2016
Higher household income crafters are more likely to host gatherings
Figure 35: Hosted a gathering for family or friends in last 12 months, by crafter household income, October 2016

Retailer Influencers for Craft Supply Purchases
Crafters are most influenced by convenience, selection, low prices
Figure 36: Retailer influencers for craft supply purchases, October 2016
Price matters to most, but women more swayed by store coupons
Figure 37: Retailer influencers for craft supply purchases – Cost, by gender, October 2016
Young adults more likely to value consumer reviews
Figure 38: Retailer influencers for craft supply purchases – Reviews, by generation, October 2016
Dads place importance on reviews, personal advice, brand names
Figure 39: Retailer influencers for craft supply purchases – Convenience and consumer reviews, by parental status and gender, October 2016

Factors That Would Increase Crafting
Price is most influential at increasing crafting frequency
Figure 40: Factors that would increase crafting frequency, by crafters vs all, October 2016
Young crafters are most open to influences to increase their crafting
Figure 41: Factors that would increase crafting – Any, by all vs crafter by generation, October 2016
Women are more drawn by cost-saving opportunities from crafting
Figure 42: Factors that would increase crafting – Price-related, by crafters vs all by gender, October 2016
Availability of project materials more influential to parents than non-parents
Figure 43: Factors that would increase crafting, by all vs crafters by parental status, October 2016
Price and ease are important to Hispanic crafters
Figure 44: Factors that would increase crafting, by all vs crafters by Hispanic origin, October 2016

Attitudes toward Crafting
Nearly half of crafters prefer crafting alone
Crafters’ frustrations may be due to lack of space and disorganization
Figure 45: Attitudes toward crafting, October 2016
Young adults may need help setting realistic expectations with projects
Figure 46: Attitudes toward crafting – Expectations, by generation, October 2016
Dads find arts and crafts stores to be overwhelming
Figure 47: Attitudes toward crafting – Craft stores are overwhelming, by parental status, October 2016
Single women are most likely to consider crafting a hobby
Figure 48: Attitudes toward crafting, by marital status and gender, October 2016

Appendix – Data Sources and Abbreviations
Data sources
Supporting data
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms

Appendix – Market
Figure 49: Craft participation among adults aged 18+ in the last 12 months – By net and specific types of crafts, 2009-16
Figure 50: Craft participation among teens aged 12-17 in the last 12 months – by net and specific types of crafts, 2009-16
Figure 51: Craft participation among kids aged 6-11 in the last 12 months – By net and specific types of crafts, 2009-16
Figure 52: Arts and crafts stores shopped at in the last three months, 2010-2016

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