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Who Buys Source

Percentage of households in the following regions involved in some type of crafting activities: Northeast, 55%; Midwest, 59%; South, 56%; West, 58%.

Craft & Hobby Association, 2011

According to a survey by CHA Portfolio magazine, scrapbooking and jewelry-making are most popular with younger crafters, while floral decorating and woodworking are more likely to appeal to older individuals.

CHA Portfolio, 2011

A 2011 survey by CHA Portfolio magazine determined that males make up the vast majority of woodworkers (83%), and also account for 34% of food crafters. Female crafters dominate scrapbooking (84%), jewelry making (82%) and floral decorating (84%).

CHA Portfolio, 2011

Based on a survey of more than 5,000 knitters and crocheters, conducted by the Craft Yarn Council, the age distribution of the respondents: 18-34, 19%; 35-44, 18%; 45-54, 32%; 55-64, 25%; 65+, 7%.

Craft Yarn Council, 2011

Profiling adults 18+ who participated in scrapbooking or photo album activities in the past year, along with those individuals who engaged in needlecraft/sewing during the previous year:

GfK MRI, 2010

Of those adults 18+ who took part in scrapbooking or photo album activities in the last year, 83.1% were women and 16.9% were men.

GfK MRI, 2010

Adults 18+ who participated in scrapbooking or photo album activities in the past year, by age group: 18-24, 15.5%; 25-34, 23.3%; 35-44, 20.4%; 45-54, 17.7%; 55-64, 12.3%; 65+, 10.8%.

GfK MRI, 2010

Adults 18+ who took part in scrapbooking or photo album activities in the last year, by income level: $100,000+, 31.1%; $75-99,999, 16.2%; $60-74,999, 12.2%; $50-59,999, 8.0%; $40-49,999, 8.2%; $30-39,999, 8.2%; $20-29,999, 7.0%; under $20,000, 9.1%.

GfK MRI, 2010

Adults 18+ who participated in scrapbooking or photo album activities in the previous year, by race: White, 84.8%; Black, 5.2%; Other, 10.0%; Hispanic origin, 11.0%.

GfK MRI, 2010

Adults 18+ who took part in scrapbooking or photo album activities in the past year, by region: Northeast, 17.4%; Midwest, 24.6%; South, 33.6%; West, 24.4%.

GfK MRI, 2010

Adults 18+ who participated in scrapbooking or photo album activities in the last year, by marital status: Single, 24.3%; married, 61.0%; separated/widowed/divorced, 14.7%.

GfK MRI, 2010

Of those adults 18+ who engaged in needlepoint/sewing activities in the past year, 86.9% were women and 13.1% were men.

GfK MRI, 2010

Adults 18+ who participated in needlepoint/sewing activities in the past year, by age range: 18-24, 6.6%; 25-34, 11.6%; 35-44, 14.7%; 45-54, 22.2%; 55-64, 19.9%; 65+, 25.0%.

GfK MRI, 2010

Adults 18+ who took part in sewing/needlepoint activities in the previous year, by income bracket: $100,000+, 22.8%; $75-99,999, 12.6%; $60-74,999, 11.5%; $50-59,999, 9.5%; $40-49,999, 9.1%; $30-39,999, 9.9%; $20-29,999, 11.0%; under $20,000, 13.6%.

GfK MRI, 2010

Adults 18+ who participated in needlepoint/sewing activities in the last year, by race: White, 84.8%; Black, 6.3%; Other, 8.9%; Hispanic origin, 9.4%.

GfK MRI, 2010

Adults 18+ who took part in needlepoint/sewing activities in the past year, by region: Northeast, 16.7%; Midwest, 26.9%; South, 32.4%; West, 24.0%.

GfK MRI, 2010

Adults 18+ who took part in needlepoint/sewing activities in the last year, by marital status: Single, 13.9%; married, 61.4%; separated/widowed/divorced, 24.7%.

GfK MRI, 2010

When They Buy Source

Sales of hobby, toy and game stores, by month (3-year average, 2008-2010): January, 6.4%; February, 6.6%; March, 7.3%; April, 6.9%; May, 6.9%; June, 6.6%; July, 6.9%; August, 6.6%; September, 6.8%; October, 7.9%; November, 12.0%; December, 19.1%.

U.S. Department of Commerce, 2011

March is National Crafts Month.

Craft & Hobby Association, 2011

According to a survey of knitters and crocheters, conducted by the Craft Yarn Council, 50% of the respondents said they buy yarn at least once a month, with October being the most popular month, followed by November, September and January.

Craft Yarn Council, 2011

Why They Buy Source

Top reasons for starting a new crafting project (multiple answers): Wanted to give a unique gift, 31%; upcoming occasion or holiday, 28%; wanted to try something new, 27%; completed another project, 16%; suggested by a friend/family member, 16%; made it to sell, 11%; saw a finished craft in a store and decided to make it myself, 9%; saw a product or display in a store, 8%; had instructions from a book, magazine or DVD, 8%.

Craft & Hobby Association, 2011

Reasons cited most often for taking part in crafting (multiple answers): Gives me a feeling of accomplishment, 91%; is a great way to be creative, 90%; is fun, 89%; relaxes me, 89%; like to learn new things, 84%; like to work with my hands, 83%; makes me feel better, 82%; enjoy the challenge, 82%; feel proud when people acknowledge my projects, 81%; good way to forget about my daily problems, 78%.

Craft & Hobby Association, 2011

Top sources of new ideas for crafting projects (multiple answers): Family/friends, 46%; magazines, 41%; books, 29%; Internet, 27%; catalogs, 25%; store displays, 22%; TV, 21%; craft shows, 18%; project sheets, 17%; school, 8%; classes, 8%; in-store demonstrations, 8%.

Craft & Hobby Association, 2011

According to a 2011 survey by CHA Portfolio magazine, woodworkers (67%) and scrapbookers (76%) are most likely to keep their projects for personal use. Jewelry makers (60%) and food crafters (56%), on the other hand, are most likely to give their creations away as unique gifts. 

CHA Portfolio, 2011

A Craft Yarn Council survey of knitters and crocheters asked the participants why they selected a particular retailer for their yarn purchases. The most important reasons were a good selection of yarn colors (64%), preferred brands (56%), having a good supply of yarn in stock (47%), and the best prices (42%). 

Craft Yarn Council, 2011

How They Buy Source

Average annual crafting spending, by category: General Crafts, $266; Fine Arts, $190; Jewelry Making and Bead Crafts, $171; Needle Crafts, $164; Sewing Crafts, $160; Artistic Crafts, $147; Paper & Memory Crafts, $141; Floral Crafts, $128.

Craft & Hobby Association, 2011

Average amounts spent per project, according to crafting category: Sewing Crafts, $45; General Crafts, $42; Artistic Crafts, $34; Floral Crafts, $31; Paper & Memory Crafts, $30; Needle Crafts, $29; Fine Arts, $25; Jewelry Making and Bead Crafts, $20.

Craft & Hobby Association, 2011

A 2011 survey by CHA Portfolio magazine revealed that as many as one-third of crafting purchases are unplanned.

CHA Portfolio, 2011

What They Buy Source

The top 10 craft segments, according to 2010 sales (totals in billions): 1. Woodworking/Wood Crafts, $3.322; 2. Drawing, $2.078; 3. Food Crafting, $2.001; 4. Jewelry Making, $1.446; 5. Scrapbooking & Memory Cards, $1.440; 6. Floral Decorating, $1.303; 7. Crocheting, $1.062; 8. Card Making , $1.040; 9. Home Decor Crafts (non-sewing), $0.948; 10. Wedding Crafts, $0.803.

Craft & Hobby Association, 2011

The top 10 craft segments in 2010, based on household participation (number of households in millions): 1. Drawing, 21.1; 2. Scrapbooking & Memory Cards, 18.4; 3. Crocheting, 17.4; 4. Woodworking/Wood Crafts, 16.8; 5. Jewelry Making, 14.7; 6. Card Making, 14.0; 7. Floral Decorating, 13.6; 8. Cross-Stitch, 13.3; 9. Knitting, 13.0; 10. Wreath Making, 11.6. 

Craft & Hobby Association, 2011

According to a 2011 survey by CHA Portfolio magazine, crafting segments that consumers plan to spend more on in the coming year: Artist trading cards, 47%; other sewing crafts, 37%; digital scrapbooking 36%; food crafts, 34%; other artistic crafts, 33%; metalworking, 33%; mixed media crafts, 32%; quilting, 31%; glass crafting, 30%; pottery making, 30%.

CHA Portfolio, 2011

Based on a 2011 study by the Hobby Manufacturers Association, share of revenues at retail hobby stores, by category: Adhesives, 10%; Paints/Brushes & Airbrushes, 10%; Building Materials, 10%; Art/Science/Craft/Activity Kits, 10%; Tools, 10%; Publications, 10%; Other General Hobby Products, 40%.

Hobby Manufacturers Association, 2011

Average number of projects undertaken in 2010, by crafting category: Jewelry Making and Bead Crafts, 8.6; Fine Arts, 7.7; General Crafts, 6.4; Needle Crafts, 5.7; Paper & Memory Crafts, 4.7; Artistic Crafts, 4.3; Floral Crafts, 4.1; Sewing Crafts, 3.6.

Craft & Hobby Association, 2011

According to a survey of knitters and crocheters, the most popular projects made by the respondents (multiple answers): Scarves, 78%; hats/gloves, 68%; baby afghans, 64%; adult afghans, 58%; shawls, ponchos and wraps, 54%; sweaters and vests, 46%.

Craft Yarn Council, 2011

A 2011 survey by CHA Portfolio magazine found that participants in one craft are frequently involved in another as well. Scrapbookers tend to like drawing (42%), card making (33%) and jewelry making (28%). Fifty percent of food crafters also like drawing, and they also tend to enjoy floral decorating (34%), card making (33%) and jewelry making (33%).

CHA Portfolio, 2011

Where They Buy Source

Michaels Stores is the largest arts & crafts retailer in the country, with 2011 sales of more than $4 billion, compared to $3.8 billion the previous year. Michaels sells more than 40,000 products, including art and hobby supplies, decor, frames, needlecraft kits, party supplies, seasonal products, and silk and dried flowers. The company has approximately 1,045 stores in the U.S. and Canada, and also operates about 135 Aaron Brothers outlets, primarily on the West Coast and Texas, that offer framing and art supplies. Categories experiencing the highest sales growth in 2011 at Michaels were bakeware, children's craft supplies and custom framing services.
 

Hoover's, 2011

Jo-Ann Stores is the country's largest seller of fabrics (considerably ahead of No. 2 Hancock Fabrics), with 2011 sales of just over $2 billion (up 4.4% from 2010). The company, which also ranks as the second largest craft retailer in the U.S., operates some 750 stores under the Jo-Ann Fabrics and Crafts name that are located mainly in strip shopping centers. There are also approximately 225 Jo-Ann superstores.

Hoover's, 2011

Hobby Lobby is the third largest craft and fabric retailer (behind Michaels Stores and Jo-Ann Stores), with about 465 stores in 40 states. The company added 30 new locations in 2010, after opening 25 the previous year. Christian products chain Mardel is an affiliate of Hobby Lobby Stores.

Hoover's, 2011

Another large arts & crafts chain is A.C. Moore Arts & Crafts, with 135 superstores in the eastern U.S. The company's primary customer demographic is women 35-and-older.

Hoover's, 2011

Garden Ridge, with 50 megastores located in 20 states (15 of them in Texas), sells seasonal decor, framed art, baskets, silk and dried flowers, furniture, home textiles and pottery, as well as crafts and party supplies.

Hoover's, 2011

According to a 2011 survey by CHA Portfolio magazine, crafters in general make two-thirds of their purchases, combined, through craft chain stores, discount stores, fabric and craft stores, and the Internet. Woodworkers, however, make 47% of their purchases at home centers or hardware stores. Jewelry makers are the biggest Internet users, with 27% of their purchases made via the Web.

CHA Portfolio, 2011

Business Trends Source

Revenues generated by the craft and hobby industry grew to approximately $29.2 billion in 2010, up from $27.4 billion in 2009.

Craft & Hobby Association, 2011

Share of spending in the U.S. craft and hobby industry in 2010, by category (totals in billions): General Crafts (candle making, doll making, food crafting, framing, leather crafting, metalworking, woodworking, macrame, etc.), $9.9; Fine Arts (calligraphy, drawing, sculpting, etc.), $3.7; Paper & Memory Crafts, $3.3; Needle Crafts, $2.9; Artistic Crafts (decorative painting, pottery making, glass crafting, stenciling, etc.), $2.6; Sewing Crafts, $2.5; Jewelry & Bead Crafts, $2.3; Floral Crafts, $2.0.

Craft & Hobby Association, 2011

According to the Craft & Hobby Association, 56% of U.S. households participated in some form of crafting at least once in 2010.

Craft & Hobby Association, 2011

The Hobby Manufacturers Association estimated the size of the U.S. hobby industry at $1.471 billion in 2010, 6.7% higher than the 2009 figure of $1.379 billion. Share of 2010 sales, by category: Model Railroad, 28.9%; Plastics & Die Cast, 20.8%; Radio Control, 24.7%; General Hobby, 25.6%.

Hobby Manufacturers Association, 2011

The annual spending amount per crafting household averaged $470 in 2010, according to a survey by the Craft & Hobby Association. The average number of projects undertaken during the year was 13.0, with an average spending amount of $36 per project.

Craft & Hobby Association, 2011