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THE ARTS AND CRAFTS CONSUMER - US - JANUARY 2018

Published By :

Mintel

Published Date : Jan 2018

Category :

Lifestyle

No. of Pages : N/A

Participation in the arts and crafts space remains stable. In 2017, many adults participated in at least one type of arts and crafts activity, with painting/drawing/coloring as the most popular type. The market is propelled by young, female crafters who are motivated to make projects for themselves and their homes, alongside their family members. While few crafters consider their skills to be advanced, nearly all are satisfied with how their projects turn out. Skill level impacts the number of projects crafters take on and how much they spend. Growth in the category may depend on brands’ ability to use technology to make crafting more time efficient for young, social media savvy crafters.

Table of Contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
Figure 1: Profile of crafters, October 2017
The issues
Consumers prefer projects that require fewer materials and less time
Figure 2: Types of arts and crafts, October 2017
Inspiration comes from many places
Figure 3: Crafting inspiration, October 2017
Diverse range of projects may indicate fleeting engagement among young crafters
Figure 4: Number of projects worked on, by age, October 2017
The opportunities
Conversion from basic to intermediate skills can boost spending
Figure 5: Number of projects worked on and money spent in the last 12 months, by crafter skill, October 2017
Most crafters agree they need to learn new skills
Figure 6: Attitudes toward arts and crafts – Select items, October 2017
Innovating traditional crafts to incorporate tech can boost interest
Figure 7: Attitudes toward arts and crafts – Technology items, October 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Participation in arts and crafts remains stable YOY
Less than half of kids and teens crafted in 2017
Household structure change could indicate problems down the road
Internet changes the way consumers access information and shop
Arts and crafts retailers expand offerings to engage consumers
THE MARKET
Share of adults participating in crafts increases
Figure 8: Adult craft participation in the last 12 months (net) – Simmons, 2009-17
Adults
Painting, drawing, sculpting show strongest YOY growth
Traditional photo-based crafts struggle to appeal to consumers
Figure 9: Adult participation in specific crafts in the last 12 months (Simmons), 2009-17
Kids and teens
Teens’ participation in crafts surpasses kids for first time since 2012
Figure 10: Teens’ and kids’ participation in specific crafts in the last 12 months (Simmons), 2009-17
Participation in nearly all types of crafts declined for kids and teens
MARKET FACTORS
Share of households with children continues to decline
Figure 11: Share of households, by presence of related children, 2006-16
Strong economy may lead to leisure time spent outside of the home
Figure 12: How extra money is spent – Experience items, January 2017
MARKET PERSPECTIVE
Internet plays an increasingly important role in shopping habits
Figure 13: Attitudes toward the internet, 2009-17
KEY RETAILERS
Michaels Stores Inc.
Figure 14: Net of sales and number of Michaels and Aaron Brothers stores at end of FY 2011-16
Hobby Lobby
JOANN Fabrics and Crafts Stores
Etsy
Figure 15: Revenue for Etsy at end of FY 2012-16
Etsy demonstrates its online presence through its massive following
Figure 16: Social media followers by company – Facebook, Pinterest, Instagram, Twitter, and YouTube, December 8, 2016
KEY TRENDS – WHAT YOU NEED TO KNOW
(Non)craft brands find their place in the arts and crafts space
Tech and time redefine when, where, and how projects are created
Arts and crafts: good for the mind, not the environment?
Future of arts and crafts may stem from the classroom
WHAT’S HAPPENING?
Slime…slime everywhere
Figure 17: Elmer's Kid-Friendly Glitter Glue Slime Commercial, July 24, 2017
What (else) is popular
Figure 18: The Kindness Rocks Project, video, August 22, 2016
Thanks to Apple, everyone can be a photographer
Figure 19: How to shoot action on iPhone 7 – Apple
Arts and crafts on-the-go
WHAT TO WATCH
Amazon puts pressure on arts and crafts brands, retailers, and makers
Figure 20: Amazon Handmade, mobile advertisement, April 2017
Art to heal the mind
Glitter: the latest environmental concern?
Arts and crafts and craft beer
Figure 21: DIY BAR Portland, June 14, 2017
Buy online, pick-up in store at JoAnn Stores
WHAT’S NEXT?
2018 arts and crafts trends
Ultra violet…everything
STEAM and the future of arts (and crafts)
THE CONSUMER – WHAT YOU NEED TO KNOW
Young adults fuel arts and crafts industry
Crafting skill impacts but doesn’t determine satisfaction
Technology has a place in arts and crafts
WHO ARE CRAFTERS?
Crafters tend to be young, female, and parents
Figure 22: Profile of crafters, October 2017
TYPES OF ARTS AND CRAFTS
Nearly seven in 10 adults have crafted in the last 12 months
Figure 23: Types of arts and crafts, October 2017
Women skew toward design and home-décor crafts
Figure 24: Types of arts and crafts, by gender, October 2017
Young adults are most likely to craft and to make more types of crafts
Figure 25: Types of arts and crafts – Number of different types, by age, October 2017
Parents bolster craft market, but dads are taking the lead
Figure 26: Types of arts and crafts, by parent status and gender, October 2017
Smile! Dads love their photo crafts
Figure 27: Types of arts and crafts – Select craft types, by parent status and gender, October 2017
Crafts that can be done digitally appeal to Techy Crafters
Figure 28: Types of arts and crafts, by crafter consumer segments, October 2017
CRAFTER CONSUMER SEGMENTATION
Not all crafters are created equal
Figure 29: Crafter consumer segments, October 2017
Figure 30: Attitudes toward arts and crafts, by arts and crafts consumer segments, October 2017
Techy Crafters (24%)
Who are they?
Verdict
Figure 31: Profile of Techy Crafters, October 2017
Social Sellers (21%)
Who are they?
Verdict
Figure 32: Profile of Social Sellers, October 2017
Busy Independents (17%)
Who are they?
Verdict
Figure 33: Profile of Busy Independents, October 2017
Non-tech Traditionals (18%)
Who are they?
Verdict
Figure 34: Profile of Non-tech Traditionals, October 2017
Reluctant Novices (21%)
Who are they?
Verdict
Figure 35: Profile of Reluctant Novices, October 2017
REASONS FOR MAKING ARTS AND CRAFTS
Crafters most likely to make projects for themselves or their home
Figure 36: Reasons for making arts and crafts, October 2017
Young Crafters consider financial benefits when crafting
Figure 37: Reasons for making arts and crafts, by age, October 2017
Moms and dads use crafts to spend time with family
Figure 38: Reasons for making arts and crafts, by parent status and gender, October 2017
For Hispanic Crafters, it’s all about the home…décor
Figure 39: Reasons for making arts and crafts – Family and home items, by Hispanic origin, October 2017
Projects for the home and made with family motivate Techy Crafters
Figure 40: Reasons for making arts and crafts, by select crafter consumer segments, October 2017
CRAFTING SKILL, SATISFACTION, SPEND, AND FREQUENCY
Most Crafters are satisfied with their projects, fewer have advanced skills
Skill and satisfaction
Spend and frequency
Figure 41: Number of projects worked on, money spent in the last 12 months, crafter skill, crafter satisfaction, October 2017
Advanced Crafters make more projects and spend more than average
Figure 42: Number of projects worked on and money spent in the last 12 months, by crafter skill, October 2017
As children get older, parents spend more on arts and crafts
Figure 43: Money spent in the last 12 months, by parent status, gender, and age of children, October 2017
Opportunity segments defined by project frequency and spend
Figure 44: Number of projects worked on and money spent in the last 12 months, by crafter consumer segments, October 2017
CRAFTING INSPIRATION
Craft stores compete against social media to inspire projects
Figure 45: Crafting inspiration, October 2017
Young Crafters turn to social media for project inspiration
Figure 46: Wiz Khalifa and Busy Philipps Decorate Christmas Trees | Michaels, November 2017
Figure 47: Crafting inspiration – Social media items, by age, October 2017
Older female Crafters get inspiration in-store and through magazines
Figure 48: Crafting inspiration – Craft store and magazine items, by age and gender, October 2017
Social media inspires most, but not all, crafter segments
Figure 49: Crafting inspiration – Select items, by select crafter consumer segments, October 2017
ATTITUDES TOWARD ARTS AND CRAFTS BARRIERS
Crafters agree they need to improve their crafting skills but lack time
Figure 50: Attitudes toward arts and crafts – Barrier items, October 2017
Core crafter market struggles most with time for arts and crafts
Figure 51: Attitudes toward arts and crafts – Time items, by age and parent status, October 2017
Inspiration can help less-skilled crafters and boost satisfaction
Figure 52: Attitudes toward arts and crafts – Select items, by crafter skill, October 2017
Social Sellers need to improve skills, but may be time-constrained
Figure 53: Attitudes toward arts and crafts – Barrier items, by crafter consumer segments, October 2017
ATTITUDES TOWARD ARTS AND CRAFTS TECHNOLOGY
Majority of crafters consider tech an important part of crafting process
I can do it! Crafters prefer to teach themselves
Figure 54: Attitudes toward arts and crafts – Technology items, October 2017
25-44-year-old crafters most likely to embrace technology
Figure 55: Attitudes toward arts and crafts – Technology items, by age, October 2017
Advanced crafters like to teach themselves and document their projects
Figure 56: Attitudes toward arts and crafts – Select items, by crafter skill, October 2017
Opportunity segments value technology as a part of arts and crafts
Figure 57: Attitudes toward arts and crafts – Technology items, by crafter consumer segments, October 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Direct marketing creative
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET
Figure 58: Adult’s participation in crafts in the last 12 months – By net and specific types, 2009-17
Figure 59: Teen’s participation in crafts in the last 12 months - by net and specific types, 2009-17
Figure 60: Kid’s participation in crafts in the last 12 months – By net and specific types, 2009-17
Figure 61: Attitudes toward the internet, 2009-17
APPENDIX – THE CONSUMER
Figure 62: Types of arts and crafts made, by types of arts and crafts made, October 2017

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