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CRAFT & HOBBY ASSOCIATION 2012 State of the Industry Report

CRAFT & HOBBY ASSOCIATION 2012 State of the Industry Report. KEY POINTS. Twelve Craft-Specific Crafting Categories. Scrapbooking/Card Making/ Paper Crafting. Jewelry Making. Floral Crafts. Cake and Food Decorating ( and other Food Crafts). Cross-Stitch, Embroidery,

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CRAFT & HOBBY ASSOCIATION 2012 State of the Industry Report

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  1. CRAFT & HOBBY ASSOCIATION2012 State of the Industry Report KEY POINTS

  2. Twelve Craft-Specific Crafting Categories • Scrapbooking/Card Making/ • Paper Crafting • Jewelry Making • Floral Crafts • Cake and Food Decorating • (and other Food Crafts) • Cross-Stitch, Embroidery, • Needlepoint, Needle Felting, etc. • Crochet • Ready-to-Decorate Wood Crafts • Knitting • Painting/Drawing/Calligraphy/ • Print Making • Sculpture/Pottery/ • Glass Crafting (Non-Jewelry) • Fabric Sewing • Ready-to-Decorate Fashion Crafts

  3. Who are crafters? Crafters are significantly more likely to be female, have larger households, have children, and be younger than non-crafters. 42% have children Average 2.94 people per household 72% are women Median age is between 35 and 44

  4. How many crafters are there? Survey results indicate that at least 62.5 million people participated in one or more crafting activities during the last year. • The table shows the estimated number of all crafters working during the last year in each of the crafting categories tested. • Because the average crafter reports working in 2.96 crafting categories, these numbers total about three times more than the estimated number of crafters. • The most popular crafting categories are highlighted by yellow.

  5. From where do crafters purchase? Most (85%) of crafters purchase craft supplies from a store or outlet, and 11% purchase crafting supplies online. Crafters were asked about spending amounts and sales channels for craft products and supplies purchased during the last month for each of the crafting categories they have participated in during the last year. Mail order and other sources are substantially smaller than conventional brick & mortars and online retail at 1% and 2% of reported spend, respectively.

  6. Frequency of Crafting Categories in the General Population Generally speaking, there is a clear pattern of about 30%-50% of category crafters participating in their craft(s) any given month. About 33%-75% of category crafters are making a purchase for that category each month. Percent of General Population Participating in Craft Categories

  7. Number of Craft Categories Purchased From in the Past Month Forty-two percent (42%) of crafters made a purchase for their craft in the past month. Of those who made a purchase, over half (57%) made a purchase for only one crafting category.

  8. Regression Analysis of Spend on Demographics + Beta Coefficient Constant = $12 Ages 18-24 $11 Ages 25-34 $10 Ages 35-44 $6 Total Monthly Spend Ages 45-54 $5 $22 Have Children in the HH $10 Have an Associates Degree $7 $9 HH Income of $25,000-$49,999 $11 HH Income of $50,000-$74,999 $8 HH Income of $75,000-$99,999 $9 HH Income of $100,000-$149,999 $8 Employed Full-Time The beta coefficient represents the increase in spend in dollars over the constant amount ($12) that is predicted by the demographic. Self Employed

  9. All Other Crafts Profile We estimate 14.3 Million (6% of the population) fall into the “All Other Crafts” category. 67% Female Participation *Mean monthly spend: $36 Median age is between 45 and 54 Where crafters purchase supplies: Store/Outlet: 85% Online: 11% Mail Order: 1% Other Sources: 2% • 53% participated in the last month • 28% made a purchase in the last month Beginner Intermediate Expert *Per person spend

  10. Respondent Profile Sample demographics provide a representative picture of the U.S. Population. • These demographics were taken from all respondents, those who qualified and those who did not. Age of Respondent Ethnicity/Race of Respondent *Weighting was used to ensure that overall distribution of demographics in the sample is representative of U.S. census information.

  11. Source of Last Craft Project Idea Crafters mention, on average, 1.5 idea sources for their last project. Those ideas come from a multitude of sources currently dominated by the Internet, mentioned by 15% of crafters for 10% of the project ideas identified. Nearly 20% of craft idea sources could be created by retailers to increase short term participation and stimulate purchases associated with current projects.

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