2016 creative products size of the industry study february ... master report_0201… · 2016...

2016 Creative Products Size of the Industry Study

February 1, 2017

Not for reproduction or distribution

2 ©2017 MaritzCX LLC All Rights Reserved

Study Methodology

What

Qualification

Completes

Online survey

Mean completion time: 14.4 minutes

Median completion time: 10.0 minutes

The respondents that qualified for this study met the following criteria:

Age 18+

All 50 states

ObjectivesAccurately size the US craft and hobby market by dollar volume and participation, both overall and at the category level.

Understand how the size of the market varies by geographic region.

Provide this information to members to support various initiatives such as buying and selling; developing business plans;

tracking trends; and planning, forecasting, and marketing company products.

Quarter Dates Contacts Qualified Completes

Q4’15 October – December 2015 n=2293 n=1552

Q1’16 January – March 2016 n=2406 n=1553

Q2’16 April – June 2016 n=2318 n=1552

Q3’16 July – September 2016 n=2619 n=1552

Total October 2015 – September 2016 n=9636 n=6209


Study Methodology: Our Universe

Spend Projections

• Spend is collected by category for the “past month” for every category the consumer purchased

• Past month is a more reasonable time frame for consumers to remember than an entire year

• Data is collected on a continuous basis with equal quotas each week, so not one time period is more represented than

another

• Data was multiplied by 12 to create an annual spend number

• Data has been rolled together for an entire year to account for seasonality

• Data was “windsorized” to adjust for outliers using the 95% percentile, meaning the top 5% of spend given by respondents

was lowered to the next highest value

• Winsorization replaces extreme data values with less extreme values. Extreme values adversely impact statistical projections

• A weight is then applied to the data to project the 9,636 of people contacted to 117 million households. Total spend

numbers have an error range of +/- 3.6% at the national level

There are two specific groups represented in this report:

• US Population – projected based on data collected and the population of the US

• Crafters – those who either participated or purchased supplies or materials for at

least one category

• If we only fully interviewed those who participated we would miss people who could be

stocking up for a future project or purchasing for another member of the household

US

Population

We are using

the following

images to note

who is the

subject of the

slideCrafters


Category DefinitionsPaper Crafts:

Scrapbooking, card making,

or paper crafting

Scrapbooking, card making, or paper crafting involves creating albums, cards, or other keepsakes, including Artist Trading Cards – ATCs, which incorporate various tangible materials (paper, photos, memorabilia, journaling, embellishments), and/or techniques (rubber stamping, decoupage, die cutting, paper folding) in a traditional fashion or created using a computer (e.g., digital scrapbooking).

Beads & Jewelry:Jewelry Making

Jewelry making, including bead work, is the process of creating wearable accessories such as earrings, necklaces, bracelets, and broaches.

Floral Crafting:Floral Crafts

Floral crafts utilize silk or dried flowers and/or greenery to compose a decorative project for home décor, a special event, or gift giving.

Edible Arts:Cake or sweet treat decorating

(and other food crafts)

Cake or sweet treat decorating creates attractive edibles. It uses icing and other edible decorative elements in an intricate way to make otherwise plain foodmore visually interesting. This includes making candy, fruit and vegetable carving, molding, and sculpting cakes/food to resemble three-dimensional person, places, and things. (This does not include the act of simply baking and icing cakes or cookies.)

Wood Crafts & Home Décor:Ready-to-decorate wood crafts

including furniture and home décor

Ready-to-decorate wood crafts start out unfinished and are sometimes assembled, sanded, hand painted, stained, or varnished to give the items a completed look. Items can include, but are not limited to, wood boxes, dollhouses and accessories, birdhouses, lettering, and frames. The items may be painted in a decorative manner, which refers to a wide variety of visual and textural effects achieved by applying a medium, such as acrylic paint, to any number of surfaces to enhance a home décor or functional object.

Knitting & Crochet:Knitting or crocheting

Knitting is a craft where two needles are used to manipulate yarn or thread to create loops resulting in a textile or functional object (sweater, scarf, socks, etc.).Crochet is done with a single needle which has a small hook at one end for drawing the thread or yarn through intertwined loops to create a textile or functional object (sweater, scarf, socks, etc.)

Needle Arts:Cross-stitch, embroidery, needlepoint,

needle felting, etc.

Other needle crafts are artistic creations that use textiles such as fabric, yarn, natural and synthetic fibers, wool, mohair, alpaca, silk, cotton, and linen. Needle work, stitching, and weaving are some of the techniques used.

Sewing & Fabric:Fabric/Sewing for apparel, home décor,

quilting, and crafting

Fabric/sewing crafts involve using a needle and thread by hand or by machine to bind fabric or other materials together to create finished items including quilts, apparel, and home décor.

Painting & Drawing:Painting, drawing, calligraphy,

or print making

Painting and drawing involves creating images or designs by hand utilizing paints, inks, pastels, charcoal, pencil, or watercolors. Fine art painting is any form of artistic rendering primarily incorporating watercolor, oil, or acrylic paint on canvas, or other fine art surfaces. Calligraphy and lettering is the art of fine or decorative handwriting. Print making is the process of making artwork by printing normally on paper. It includes engraving, etching, lithography, silk screening, wood cuts, wood blocks, linoleum, and digital print making.

Kids Crafts:Kids crafts

Kids crafts involve fun and creative products, kits, and projects created specifically for toddlers, preschoolers, and school-aged children.

All other crafts (not specifically listed above)

This segment of crafting encompasses all other creative and artistic projects, not explicitly noted above, that utilize products found in arts and crafts stores. This can include projects for holidays and events that are not mentioned in another category. This category can also include mixed-media projects that are not simply or easily categorized. For example, this includes doll making and dressing, candle making, and stenciling. Stenciling is a method of applying a design by brushing ink or paint through cut out areas of a template so that the pattern is reproduced on a wall or other surface.

First category label is shown in the report. Second label below is what respondents saw in the survey.


2016 Summary

63%

Percentage of US households

participating in a craft or hobby

activity in the past 12 months

117 MillionHouseholds estimates used

$43.893 BillionTotal Annual Amount Spent

11 broad

categoriesNumber of Categories Tracked

US

Population


Chapter

• Executive Summary

• Participation

• Purchase Behavior

• Spend

• Attitudinal Ratings

• Demographics

• Appendix


Household Participation is Up

56%

63%

2010 2015/2016

US

Population

Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base: 9636


35% 34%32% 31%

27%25% 24% 24%

21% 20% 19%

Painting &Drawing

Edible Arts Kids Crafts PaperCrafts

Sewing &Fabric

Knitting &Crocheting

Beads &Jewelry

WoodCrafts

& HomeDécor

Other NeedleArts

FloralCrafting

US

Population

Category Participation• Approximately one-third of US households participated in edible arts, painting & drawing, kids crafts, and paper crafts in the past year

22% 21% 21%

16%14% 13% 12% 12% 13%

9% 9%

Painting &Drawing

EdibleArts

Kids Crafts PaperCrafts

Sewing &Fabric


WoodCrafts

& HomeDécor

Beads &Jewelry

Other NeedleArts

FloralCrafting

Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base:9636 (US Census Households n=117,259,427 released June 2015)

63% of US households participated in the past year

56% of US households participated in the past month


US

Population

Category Participation

41.0 39.737.0 36.5

32.228.8 28.6 27.8

24.9 23.821.7

Painting &Drawing

Edible ArtsKids Crafts PaperCrafts

Sewing &Fabric


WoodCrafts

& HomeDécor

Beads &Jewelry

Other NeedleArts

FloralCrafting

25.3 24.1 24.7

19.317.0

15.6 14.4 13.615.1

10.8 10.2

Painting &Drawing

EdibleArts

KidsCrafts

PaperCrafts

Sewing &Fabric


WoodCrafts

& HomeDécor

Beads &Jewelry

Other NeedleArts

FloralCrafting

73.4 million participated in the past year

65.5 million participated in the past month

63%

Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base:9636 (US Census Households n=117,259,427 released June 2015)


Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base: (n=12026)

• Roughly one-third of US households are participating in 1-3 different activities a year and another one-third are participating in 4 or more

activities

US

Population

Category Participation – Past 12 Months

Households

participate in at

least 1 activity

63%

37%

11%

11%

9%

7%

5%

4%16%

Zero

One

Six

Five

Four

Three

Two

Seven +

Average 2.92 Activities



• Within the past month, more households only participate in 1-3 different activities

US

Population

Category Participation – Past Month

44%

18%

13%

9%

6%4%3%

4%

Zero

One

Six Five Four

Three

Two

Seven +

Households

participate in at

least 1 activity

56%

Average 1.62 Activities


1% 1% 1% 1%

17% 18% 17% 18%

17%20%

17% 15%

14%16%

13% 13%

12%8%

12% 13%

8% 7%8% 9%

7% 7% 7% 7%

24% 23% 25% 24%

Midwest Northeast South West

Past 12 Month Activity Participation Among Crafters

* Only purchased, did not participate

Q1. In which of the following activities have you personally participated in the past 12 months? In the past month?

• More crafters participate in fewer activities in the Northeast

Crafters

7+ Activities

6 Activities

4 Activities

3 Activities

2 Activities

1 Activity

0 Activities*

5 Activities


Past 12 Month Cross Participation Among Crafters• Cross participation among those participating in the top five activities is high within other top five activities

• Those who participate in beads & jewelry, floral crafting, and needle arts also participate in a broader range of activities


Higher ParticipationLower Participation

Painting

&

Drawing(n=3411)

%

Kids

Crafts(n=3227)

%

Edible

Arts(n=3408)

%

Sewing

&

Fabric(n=2815)

%

Paper

Crafts(n=3179)

%

Wood

Crafts &

Home

Décor(n=2370)

%

Knitting

&

Crochet(n=2468)

%

Beads

&

Jewelry(n=2367)

%

Floral

Crafting(n=1844)

%

Needle

Arts (n=2019)

%

Other(n=2072)

%

Painting & Drawing

Kids Crafts

Edible Arts

Sewing & Fabric

Paper Crafts

Wood Crafts & Home Décor

Knitting & Crochet

Beads & Jewelry

Floral Crafting

Needle Arts

Other

Crafters


Participation Among Crafters

Past 12 Month Participation

34%

32%

33%

26%

23%

21%

19%

18%

15%

13%

20%

62%

60%

67%

53%

53%

55%

50%

49%

47%

46%

61%

Past Month Participation

% of Past 12 Month Participants Active in the Past Month*

• More crafters were active in kids crafts, edible arts, and painting & drawing. in the past month

• Only approximately half of those who participate in the remaining activities were active in the past month

* Calculated by dividing % who participated in the past month by those who participated in the past 12 months


55%

53%

49%

49%

43%

38%

38%

37%

32%

28%

33%

Painting & Drawing

Edible Arts

Kids Crafts

Paper Crafts

Sewing & Fabric

Knitting & Crochet


Beads & Jewelry

Needle Arts

Floral Crafting

Other craft activity

Crafters


Past 12 Month Category Participation


53

52

54

53

Northeast

Midwest

West

South

Edible Arts

%

54

53

58

55

Northeast

Midwest

West

South

Painting & Drawing

%

49

51

47

50

Northeast

Midwest

West

South

Kids Crafts

%

46

50

51

48

Northeast

Midwest

West

South

Paper Crafts

%

40

44

43

43

Northeast

Midwest

West

South

Sewing & Fabric

%

37

39

39

37

Northeast

Midwest

West

South

Knitting & Crochet

%

35

36

38

37

Northeast

Midwest

West

South

Beads & Jewelry

%

36

39

35

40

Northeast

Midwest

West

South


%

31

35

32

32

Northeast

Midwest

West

South

Other

%

28

28

27

31

Northeast

Midwest

West

South

Floral Crafting

%

28

32

33

32

Northeast

Midwest

West

South

Needle Arts

%

Lower than other regions

Higher than other regions

Crafters• The types of activities crafters participate in vary by region


Anticipated Participation Level Changes Among Crafters

• Activity levels are expected to decline only slightly across all activities.

• On average, one-third of current participants plan on increasing their participation in the next 12 months

5%

4%

5%

6%

5%

6%

5%

7%

5%

6%

3%

27%

27%

21%

26%

22%

19%

19%

18%

18%

15%

20%

23%

22%

23%

17%

16%

13%

14%

12%

9%

7%

10%

Painting & Drawing

Edible Arts

Kids Crafts

Paper Crafts

Sewing & Fabric

Knitting & Crochet


Beads & Jewelry

Needle Arts

Floral Crafting


Participation will Decrease Stay the Same Increase

55%

53%

49%

43%

38%

38%

37%

32%

28%

33%

49%

Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base: Total (n=6209)

Q9. Do you anticipate your participation in the following activities to increase, decrease, or stay the same over the next 12 months? Base: Total (n=6209)

Q11. In which of the following activities are you interested? Base: Total (n=6209)

Crafters


Interest Levels Among Crafters

• Overall participation and interest is highest for edible arts and painting

• Among non-participants, interest is highest for ready-to-decorate wood crafts and beads & jewelry, suggesting future growth in participation

5%

4%

5%

6%

5%

6%

5%

7%

5%

6%

3%

27%

27%

21%

26%

22%

19%

19%

18%

18%

15%

20%

23%

22%

23%

17%

16%

13%

14%

12%

9%

7%

10%

13%

13%

7%

11%

14%

11%

20%

16%

12%

11%

18%

Painting & Drawing

Edible Arts

Kids Crafts

Paper Crafts

Sewing & Fabric

Knitting & Crochet


Beads & Jewelry

Needle Arts

Floral Crafting


Participation will Decrease Stay the Same Increase Interested in Participating

Most Interest


Q9. Do you anticipate your participation in the following activities to increase, decrease, or stay the same over the next 12 months? Base: Total (n=6209)

Q11. In which of the following activities are you interested? Base: Total (n=6209)

Crafters


Popularity Among Crafters

Crafters were allowed to say unsure

Q10. Which of the following activities are growing more popular? Growing less popular? Base: Total (n=6209)

7%

8%

11%

10%

12%

23%

17%

24%

17%

29%

54%

48%

46%

39%

37%

37%

33%

28%

22%

16%

24%

28%

24%

33%

28%

25%

31%

30%

33%

32%

Edible Arts

Kids Crafts

Beads & Jewelry

Painting & Drawing


Paper Crafts

Sewing & Fabric

Knitting & Crochet

Floral Crafting

Needle Arts

Growing Less Popular Growing More Popular Stable

• Needle arts are declining in popularity, while edible arts are growing in popularity

Crafters


39%

54%

48%

37%

33%

28%

37%

46%

16%

22%

Painting & Drawing

Edible Arts

Kids Crafts

Paper Crafts

Sewing & Fabric

Knitting & Crochet


Beads & Jewelry

Needle Arts

Floral Crafting

Participation vs. Popularity

55%

53%

49%

49%

43%

38%

38%

37%

32%

28%

Painting & Drawing

Edible Arts

Kids Crafts

Paper Crafts

Sewing & Fabric

Knitting & Crochet


Beads & Jewelry

Needle Arts

Floral Crafting

Growing More PopularParticipated in P12M

• Edible arts have one of the highest levels of participation and is seen as growing even more popular

• A large number of crafting households believe beads & jewelry is growing more popular, more than those currently participating in the activity


Q10. Which of the following activities are growing more popular? Growing less popular? Base: Total (n=6209)

Crafters


Chapter


• Participation


• Spend


• Demographics

• Appendix


Purchase Locations Among Crafters

Q4. Did you purchase items in the past month for the following activities in physical stores, not in physical stores (such as online, catalog, or TV) or both in physical stores and not in physical stores? Based to

those who purchased for that activity and spent more than $0 in the past month.

• A vast majority of crafters continue to purchase items in physical stores.

• More jewelry participants make their way online to purchase items, while edible art supplies are mostly purchased in physical stores.

84%

77%

77%

76%

75%

74%

72%

72%

71%

62%

60%

13%

19%

17%

20%

20%

22%

21%

22%

21%

28%

27%

3%

4%

6%

4%

5%

4%

7%

6%

8%

10%

13%

Edible Arts

Knitting & Crochet

Floral Crafting


Sewing & Fabric

Kids Crafts

Painting & Drawing

Paper Crafts

Needle Arts

Beads & Jewelry


In a Physical Store Both Not in a Physical Store

Crafters


Purchase Behavior Among Crafters

Q7. When you purchased items for the following activities in the past month did you purchase what you needed to complete your project or did you stock up on items for future projects? Base: Floral Crafting (n=720);

Wood Crafts & Home Decor (=911); Edible Arts (n=1948); Painting & Drawing (n=1741); Sewing & Fabric (n=1255); Kids Crafts (n=1986); Needle Arts (n=706); Knitting & Crocheting (n=1113); Paper Crafts (n=1483);

Beads & Jewelry (n=969); Other (n=966)

• Roughly half of crafters stock up on items; fewer stock up for floral crafting, edible arts (perishable) and ready-to-decorate wood crafts (seasonal).

66%

63%

64%

57%

55%

55%

55%

50%

50%

49%

50%

23%

26%

24%

28%

34%

33%

31%

35%

34%

36%

36%

11%

11%

12%

15%

11%

12%

14%

15%

16%

15%

14%

Floral Crafting

Edible Arts


Needle Arts

Sewing & Fabric

Kids Crafts

Painting & Drawing

Knitting & Crochet

Beads & Jewelry

Paper Crafts


Purchased What I Need Both Stocked up

Crafters


Chapter


• Participation


• Spend


• Demographics

• Appendix


Total Annual US Market SpendUS

Population

$43.893 Billion

Margin of error: +/- 3.6%


Average Monthly Spend Crafters

$68.68

$62.12

$46.42

18-34 35-54 55+

By Age

Males Females

By Gender

Total

Total

Among past month spenders

$63.40$58.55

• Average monthly spend among males is slightly higher than the average crafter, while monthly spend among younger consumers is

higher than the older groups

$60.49


Spend by category

$10.86

$13.78

$20.26

$20.93

$20.57

$25.55

$24.07

$30.18

$27.00

$28.12

$29.90

US

Population

Painting & Drawing

Kids Crafts

Edible Arts

Sewing & Fabric

Paper Crafts


Knitting & Crocheting

Beads & Jewelry

Other

Floral Crafting

Needle Arts

Average Monthly Spend

55%

49%

53%

43%

49%

38%

38%

37%

33%

28%

32%

Past 12 Month Participation

• Generally, average monthly spend is higher among categories with high levels of participation

• Monthly spend and participation are low for floral crafting and needle arts


Spend by category

% Spend

2.1%

2.5%

5.2%

5.7%

6.4%

7.4%

10.4%

10.9%

15.9%

16.7%

16.9%

US

Population

Painting & Drawing

Kids Crafts

Edible Arts

Sewing & Fabric

Paper Crafts



Beads & Jewelry

Other

Floral Crafting

Needle Arts

$43.893

Billion

• Overall spend levels breaks the categories into 4 groupings

Group 1

Group 2

Group 3

Group 4


$7.40

$7.31

$6.98

$4.80

$4.57

$3.24

$2.79

$2.50

$2.27

$1.12

$0.92

Spend by category

% Spend

2.1%

2.5%

5.2%

5.7%

6.4%

7.4%

10.4%

10.9%

15.9%

16.7%

16.9%

US

Population

Painting & Drawing

Kids Crafts

Edible Arts

Sewing & Fabric

Paper Crafts



Beads & Jewelry

Other

Floral Crafting

Needle Arts

$ in Billions

$43.893

Billion


Annual Spend Levels

% Spend

US

Population

2.1%2.5%5.2%

5.7%

6.4%

7.4%

10.4%

10.9%

15.9%

16.7%

16.9% Painting & Drawing

Kids crafts

Sewing & Fabric

Edible Arts

Beads & Jewelry

Paper Crafts

OtherFloral Crafting


Needle Arts


• Spend is highest for painting & drawing, kids crafts, and edible arts

• Kids crafts captures more spend than edible arts, despite having slightly fewer households participating

20%

19%

21%

24%

25%

24%

31%

27%

34%

32%

35%

Needle Arts

Floral Crafting

Other

Beads & Jewelry

Kniting & Crocheting


Paper Crafts

Sewing & Fabric

Edible Arts

Kids Crafts

Painting & Drawing

Past 12 Month Participation (%)

Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base (n=9636)

Q3. How much have you spent in the past month on the following activity or activities? Base (n=9636)


Chapter


• Participation


• Spend


• Demographics

• Appendix


Affinity

High AssociationLow Association

% Strongly Agree/

Agree

Paper

Crafts(n=1636)

Edible

Arts(n=2001)

Painting

&

Drawing(n=2073)

Sewing

&

Fabric(n=1473)

Kids

Crafts(n=2155)

Knitting

&

Crochet(n=1320)

Beads

&

Jewelry(n=1087)

Floral

Crafting(n=814)

Needle

Arts (n=909)

Wood

Crafts &

Home

Décor(n=1115)

Other(n=1177)

Would really miss participating in if I stopped

Is special to me

Would go out of my way to participate in

Would sacrifice participating in other craft and hobby activities

Would sacrifice participating in non-craft and hobby related activities

Crafters

Q12. Using the scale below, please select the response that best describes your opinion about [ACTIVITY].

• Overall, participating in crafts is special to crafters and they would really miss participating if they stopped. These feelings are strongest among

those who participate in kids crafts, edible arts, knitting or crocheting, painting, paper crafting, and fabric/sewing.


Emotions


% Yes

Paper

Crafts(n=3179)

Edible

Arts(n=3408)

Painting

&

Drawing(n=3411)

Sewing

&

Fabric(n=2815)

Kids

Crafts(n=3227)

Knitting

&

Crochet(n=2468)

Beads

&

Jewelry(n=2367)

Floral

Crafting(n=1844)

Needle

Arts (n=2019)

Wood

Crafts &

Home

Décor(n=2370)

Other(n=2072)

Relaxed

Proud

Content

Joyful

Excited

Curious

Crafters

Q13a. Now we would like to understand how participating in the following activities makes you feel. Please indicate whether

participating in each activity makes you feel...

• Participating in craft activities makes most crafters feel proud and relaxed.

• Those that participate in edible arts and kids crafts also feel excited and joyful.


Values


% Yes

Paper

Crafts(n=3179)

Edible

Arts(n=3408)

Painting

&

Drawing(n=3411)

Sewing

&

Fabric(n=2815)

Kids

Crafts(n=3227)

Knitting

&

Crochet(n=2468)

Beads

&

Jewelry(n=2367)

Floral

Crafting(n=1844)

Needle

Arts (n=2019)

Wood

Crafts &

Home

Décor(n=2370)

Other(n=2072)

Sense of accomplishment

Feeling of relaxation

Fun and enjoyable life

Self-fulfillment

Self-respect

Warm relationships

Sense of belonging

Crafters

Q13b. Now we would like to understand how participating in the following activities helps you achieve the following values.

Please indicate whether participating in each activity helps you achieve...

• Crafters gain a sense of accomplishment by participating in craft activities across the board.

• Participating in kids crafts help people achieve warm relationships and a fun and enjoyable life.


Chapter


• Participation


• Spend


• Demographics

• Appendix


Activity Purpose Among Crafters

Q14. What do you do with the items you make?

Paper

Crafts(n=3179)

%

Edible

Arts(n=3408)

%

Painting

&

Drawing(n=3411)

%

Sewing

&

Fabric(n=2815)

%

Kids

Crafts(n=3227)

%

Knitting

&

Crochet(n=2468)

%

Beads

&

Jewelry(n=2367)

%

Floral

Crafting(n=1844)

%

Needle

Arts (n=2019)

%

Wood

Crafts &

Home

Décor(n=2370)

%

Other(n=2072)

%

Keep 71 61 73 68 53 58 54 54 57 68 59

Gift 49 65 44 52 50 62 61 44 53 45 44

Donate 6 14 8 13 8 18 13 14 10 11 13

Sell 6 10 12 13 5 14 25 12 9 13 17

None 8 8 9 10 18 12 13 18 15 11 17

• A majority of crafters keep their end product, but this is especially true among those who paint & draw and do paper crafts

• Edible arts, beads & jewelry, and knit & crochet items tend to be gifts more so than other projects, while knit & crochet items are also donated

• Those who make jewelry are more likely to sell their projects than what is made in other activities

Crafters


Level of experience

51%

51%

42%

41%

40%

40%

40%

39%

37%

35%

24%

41%

40%

43%

41%

50%

48%

46%

45%

49%

51%

54%

8%

9%

15%

18%

10%

12%

14%

16%

14%

14%

22%

Floral Crafting

Beads & Jewelry

Needle Arts

Knitting & Crochet

Edible Arts


Sewing & Fabric


Painting & Drawing

Paper Crafts

Kids Crafts

Beginner Intermediate Expert

Experience Level by Activity

Crafters

Q8. How would you describe your level of experience in each of the following activities? Base: Kids Crafts (n=3227); Knitting & Crocheting (n=2468); Needle Arts (n=2019); Paper Crafts (n=3179); Painting & Drawing (n=3411); Sewing & Fabric

(n=2815); Wood Crafts & Home Décor (n=2370); Edible Arts (n=3408); Beads & Jewelry (n=2367); Floral Crafting (n=1844); Other (n=2072)

• Those participating in floral crafting and beads & jewelry consider themselves beginners

• More knitters & crocheters and those doing kids crafts consider themselves experts than those participating in other activities


Per week

Paper

Crafts(n=804)

%

Edible

Arts(n=816)

%

Painting

&

Drawing(n=889)

%

Sewing

&

Fabric(n=727)

%

Kids

Crafts(n=797)

%

Knitting

&

Crochet(n=618)

%

Beads

&

Jewelry(n=613)

%

Floral

Crafting(n=512)

%

Needle

Arts (n=557)

%

Wood

Crafts &

Home

Décor(n=655)

%

Other(n=532)

%

< 5 hours 69 70 60 64 61 60 64 74 67 67 58

5-10 hours 17 15 21 21 22 21 21 12 17 18 21

10-20 hours 9 8 10 9 11 11 10 10 8 9 12

20-30 hours 3 4 5 3 4 5 3 3 6 3 5

30-40 hours 1 2 3 2 1 2 1 1 2 1 3

40 hours + 1 1 1 1 1 1 1 0 0 2 1

Time spent on activity per week Crafters

Q15. About how many hours per week on average do you spend creating? Based to those who participated in activity. Q3 data only.

• Many crafters only spend <5 hours on a given activity per week; however, most crafters participate in more than one activity


Demographics among crafters

F2. What is your gender? D4. Which of the following best describes where you live? D2. What is your current employment status? Remaining crafters fall in an other bucket

Gender

Paper

Crafts(n=3383)

%

Edible

Arts(n=3616)

%

Painting &

Drawing(n=3695)

%

Sewing &

Fabric(n=3077)

%

Kids

Crafts(n=3444)

%

Knitting &

Crochet(n=2662)

%

Beads &

Jewelry(n=2561)

%

Floral

Crafting(n=2063)

%

Needle

Arts(n=2216)

%

Wood

Crafts &

Home

Décor(n=2609)

%

Other(n=2274)

%

Male 37 38 44 30 37 29 34 34 31 45 39

Female 63 62 56 70 63 71 66 66 69 55 61

Location

Urban 28 28 29 26 26 26 28 29 27 27 26

Suburban 51 51 50 51 52 50 51 50 51 51 50

Rural 21 21 21 23 22 24 21 21 22 22 24

Employment

Full-time student 7 8 8 6 6 6 7 7 6 7 7

Employed PT (<30 hrs/wk) 15 15 16 15 14 14 16 17 16 15 14

Employed FT (30+ hrs/wk) 42 41 41 38 42 37 39 38 37 45 36

Seeking work 6 7 7 6 6 6 6 6 6 6 6

Homemaker 16 16 14 18 19 17 15 15 16 15 15

Retired 11 11 11 14 10 17 13 14 16 11 16

Crafters



F1. What is your age?

Age

Paper

Crafts(n=3383)

%

Edible

Arts(n=3616)

%

Painting &

Drawing(n=3695)

%

Sewing &

Fabric(n=3077)

%

Kids

Crafts(n=3444)

%

Knitting &

Crochet(n=2662)

%

Beads &

Jewelry(n=2561)

%

Floral

Crafting(n=2063)

%

Needle

Arts(n=2216)

%

Wood

Crafts &

Home

Décor(n=2609)

%

Other(n=2274)

%

18-34 (net) 42 41 42 37 39 34 38 37 34 39 34

18-24 13 12 13 11 11 10 11 11 10 11 10

25-29 15 15 15 13 13 13 15 13 12 14 12

30-34 14 14 14 13 15 11 12 13 12 14 12

35-54 (net) 37 38 38 36 42 36 38 36 37 40 37

35-39 13 13 14 12 15 11 13 11 11 13 11

40-44 10 10 10 9 11 9 9 9 9 10 9

45-49 7 8 7 7 9 7 8 8 8 9 9

50-54 7 7 7 8 7 9 8 8 9 8 8

55+ (net) 21 21 20 27 19 30 24 27 29 21 29

55-59 8 9 8 11 8 10 9 10 11 8 10

60-64 6 6 6 8 6 9 8 8 9 6 9

65+ 7 6 6 8 5 11 7 9 9 7 10

Crafters



D1. How many people in your household fall into the following categories? D3. What is the last level of education you have completed? Remaining crafters fall in prefer not to answer D5. Which of the following categories best describes your

total annual household income before taxes? Remaining crafters fall in prefer not to answer

Household size

Paper

Crafts(n=3383)

%

Edible

Arts(n=3616)

%

Painting &

Drawing(n=3695)

%

Sewing &

Fabric(n=3077)

%

Kids

Crafts(n=3444)

%

Knitting &

Crochet(n=2662)

%

Beads &

Jewelry(n=2561)

%

Floral

Crafting(n=2063)

%

Needle

Arts(n=2216)

%

Wood

Crafts &

Home

Décor(n=2609)

%

Other(n=2274)

%

Mean # adults 2.1 2.2 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1

Mean total HH size 3.1 3.1 3.1 3.0 3.3 2.9 3.0 3.0 3.0 3.1 2.9

Income

Under $25K 15 16 16 16 14 17 17 15 16 14 19

$25K-$50K 29 29 29 29 28 30 30 29 30 28 28

$50K-$75K 25 25 24 25 25 24 24 25 24 25 24

$75K-$100K 15 14 14 14 15 14 14 14 15 16 14

$100K+ 15 13 14 13 15 12 13 14 13 15 12

Education

Less than high school grad 2 2 2 2 2 2 2 2 2 2 1

High school grad 19 21 19 19 20 20 19 20 19 18 20

Some college 38 37 37 40 38 39 39 37 39 38 40

College degree 30 29 30 29 28 29 29 30 29 31 27

Advanced degree 10 10 10 10 12 9 10 10 10 11 12

Crafters



S8. Are you Spanish, Hispanic, or Latino? S9. Which of the following describes you? (Please select all that apply)

Ethnicity

Paper

Crafts(n=3383)

%

Edible

Arts(n=3616)

%

Painting

&

Drawing(n=3695)

%

Sewing &

Fabric(n=3077)

%

Kids

Crafts(n=3444)

%

Knitting &

Crochet(n=2662)

%

Beads &

Jewelry(n=2561)

%

Floral

Crafting(n=2063)

%

Needle

Arts(n=2216)

%

Wood

Crafts &

Home

Décor(n=2609)

%

Other(n=2274)

%

Hispanic 24 23 24 21 22 22 24 23 23 22 19

Not Hispanic 76 77 76 79 78 78 76 77 77 78 81

Race

Caucasian/

White83 82 82 84 83 83 82 83 84 84 84

African American/

Black11 12 13 11 12 11 12 10 10 11 10

American Indian or

Alaska Native2 2 3 2 2 2 3 2 3 2 2

Asian/

Asian American3 3 3 3 3 3 3 3 3 2 3

Native Hawaiian/

Pacific Islander1 1 1 0 1 1 1 0 1 1 1

Other 4 4 5 4 4 4 5 4 4 4 4

Crafters


Chapter


• Participation


• Spend


• Demographics

• Appendix


Study Methodology: weighting

We are ensuring that the people entering the survey are representative of the US population based on region, gender, and age

We then employ a stricter weighting scheme based on additional information:

% Gender by age

% Hispanic

% White

% Black

% Own their residence

The census bureau population estimates for the above demographics for each state are summed within each region. This

ensures that a US state’s population proportion of a region is representative not only for the state total population as a whole but

by the above demographic measures also. That is, we don’t merely ensure that Vermont’s portion of the Northeast region is

correct, but also Vermont’s portion by age, gender, ethnicity, race, and home ownership in the Northeast Region is correct.

After the above demographic weighting is done within each region, the regions are weighted to get to their correct proportion of

the US total.

This weighting process is done within each quarter. Doing the weighting quarterly allows for quarterly or year-to-date reporting if

needed.

Source: Annual Estimates of the Resident Population by Single Year of Age and Sex for the United States, States, and Puerto Rico Commonwealth:

April 1, 2010 to July 1, 2014

Source: U.S. Census Bureau, Population Division

Release Date: June 2015


Northeast Region:• New England Division:

Connecticut, Maine,

Massachusetts, New Hampshire,

Rhode Island and Vermont

• Middle Atlantic Division: New

Jersey, New York and

Pennsylvania

West Region:• Mountain Division: Arizona,

Colorado, Idaho, Montana,

Nevada, New Mexico, Utah and

Wyoming

• Pacific Division: Alaska,

California, Hawaii, Oregon and

Washington

South Region:• South Atlantic Division: Delaware, District of Columbia,

Florida, Georgia, Maryland, North Carolina, South

Carolina, Virginia and West Virginia

• East South Central Division: Alabama, Kentucky,

Mississippi and Tennessee

• West South Central Division: Arkansas, Louisiana,

Oklahoma and Texas

Midwest Region:• East North Central Division:

Illinois, Indiana, Michigan, Ohio

and Wisconsin

• West North Central Division: Iowa,

Kansas, Minnesota, Missouri,

Nebraska, North Dakota and

South Dakota

Region Breakout

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