CRAFT & HOBBY ASSOCIATION2012 State of the Industry Report

KEY POINTS

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Twelve Craft-Specific Crafting Categories

Scrapbooking/Card Making/Paper Crafting

Jewelry Making Floral Crafts Cake and Food Decorating (and other Food Crafts)

Ready-to-Decorate Wood Crafts Knitting Crochet Cross-Stitch, Embroidery, Needlepoint, Needle Felting, etc.

Fabric Sewing Ready-to-Decorate Fashion CraftsPainting/Drawing/Calligraphy/

Print MakingSculpture/Pottery/

Glass Crafting (Non-Jewelry)

Who are crafters?Crafters are significantly more likely to be female, have larger households, have

children, and be younger than non-crafters.

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72% are women

Median age is between 35 and 44

Average 2.94 people per household

42% have children

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.

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Size of Crafting Community in U.S. Crafters% Number

Scrapbooking/Card Making/Paper Crafting 10% 23.0 M

Jewelry Making 7% 15.8 M

Floral Crafts 4% 9.9 M

Cake and Food Decorating (and Other Food Crafts) 8% 18.8 M

Ready-to-Decorate Wood Crafts 4% 10.3 M

Knitting 5% 11.9 M

Crochet 6% 14.7 M

Cross-Stitch, Embroidery, Needlepoint, Needle Felting, etc. 6% 13.6 M

Fabric/Sewing Crafts 8% 18.7 M

Ready-to-Decorate Fashion Crafts 2% 5.1 M

Painting/Drawing/Calligraphy/Print Making 9% 21.0 M

Sculpture/Pottery/Glass Crafting (Non-Jewelry) 3% 6.8 M

Kid's Crafts 6% 14.3 M

All Other Crafts (not specifically listed above) 6% 14.3 M

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.

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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.

From where do crafters purchase?

Store/Outlet,

85%

Online, 11%

Mail Order; 1% Other Sources; 2%

Most (85%) of crafters purchase craft supplies from a store or outlet, and 11% purchase crafting supplies online.

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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.

Frequency of Crafting Categories in the General Population

0%

5%

10%

15%

20%20%

18%16% 15%

14% 13% 12% 12% 11%9%

8% 8%6%

4%

8% 8%7%

5% 5% 5%4% 4%

3% 3% 2% 2% 2% 1%

6%4% 4%

3% 3% 2% 2%

8%

1% 2% 2% 2% 1% 1%

Last YearLast MonthBought in Last Month

Percent of General PopulationParticipating in Craft Categories

58%24%

11% 7%

Number of Crafting Categories Purchased From in Past Month

0123+

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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.

Number of Craft Categories Purchased From in the Past Month

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Regression Analysis of Spend on Demographics

Ages 18-24

Ages 25-34

Ages 35-44

Ages 45-54

Have Children in the HH

Have an Associates Degree

HH Income of $25,000-$49,999

HH Income of $50,000-$74,999

HH Income of $75,000-$99,999

HH Income of $100,000-$149,999

Employed Full-Time

Self Employed

Total Monthly Spend

$11

$10

$6

$5

$22

$10

$7

$9

$11

$8

$9

$8

Constant = $12Beta Coefficient

The beta coefficient represents the increase in spend in dollars over the constant amount ($12) that is predicted by the demographic.

+

All Other Crafts ProfileWe estimate 14.3 Million (6% of the population) fall into the “All Other Crafts”

category.

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67% FemaleParticipation

Median age is between 45 and 54

• 53% participated in the last month

• 28% made a purchase in the last month

20%

59%

21%

Skill Level

*Mean monthly spend: $36

Where crafters purchase supplies:

Store/Outlet: 85%Online: 11%

Mail Order: 1%Other Sources: 2%

Beginner Intermediate Expert *Per person spend

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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.

Ethnicity/Race of RespondentAge of Respondent

Respondent Profile

18-2413%

25-3417%

35-4417%45-54

19%

55-6416%

65+17%

65%13%

5%16%

1%

CaucasianBlackAsianHispanicOther

*Weighting was used to ensure that overall distribution of demographics in the sample is representative of U.S. census information.

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Other

Class(es)

Project sheet(s)

Videos/DVD(s)

Catalog(s)

School

TV

Internet search for a specific project

idea

0% 5% 10% 15% 20%

9%1%

2%2%

3%3%3%3%

3%4%

5%5%5%

6%15%

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.

Source of Last Craft Project Idea