Monday, January 27, 2014

The Arts And Crafts Consumer Goods Market In US - January 2014: Research and Markets

Online Market Research On: Arts And Crafts Consumer Goods Market Research Report In US - January 2014

There is a core audience of arts and crafts consumers, generally women aged 18-34. Yet marketers have plentiful opportunities to attract new audiences. Parents, younger men, unskilled crafters and consumers selling arts and crafts online are just some examples. Marketers can engage with and increase their share of consumers by understanding the specific needs of these individuals.

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Table of Content

Scope and Themes

What you need to know
Definition
Data sources – consumer survey data
Abbreviations and terms

Executive Summary

62.5 million consumers made arts and crafts in 2012
Figure 1: The crafting community in the US, by type of craft, 2012
Participation in arts/crafts leisure hobbies increasing
Figure 2: Numbers of consumers participating in select arts/crafts leisure activities/hobbies, 2009-13
Young women are the core arts and crafts consumer
Figure 3: Arts and/or crafts made in the last 12 months, by gender and age, October 2013
Parents twice as likely as the average to make arts and crafts
Figure 4: Types of art and crafts made in the last 12 months, by parents with children and age, October 2013
One third of crafters make crafts six or more times per year
Figure 5: Frequency of making art and crafts, October 2013
Majority of consumers make arts and crafts from scratch
Figure 6: Method of making art and crafts, October 2013
Making arts and crafts to give as gifts is a common motivation
Figure 7: Given handmade art/crafts to family/friends as gifts, by gender and age, October 2013
Social media is a useful resource for parents
Figure 8: Usefulness of social media posts to making a new art/craft– Useful, by parents with children and age, October 2013
Half of those with basic skills looking to learn
Figure 9: Reasons for making arts and crafts, by basic skills for making art and crafts, October 2013
What we think

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Issues and Insights

How has the expanded role of the internet changed crafting landscape?
The issues
The implication: online resources allow marketers to cater directly to specific needs
Are there any unique ways to stand out among parents?
The issues
The implication: marketing to parents should focus on how crafting is good for them
How can marketers help expand the core audience?
The issues
The implication: there are multiple opportunities to attract less common audiences
How can marketers engage with less “serious” crafters?
Issues:
Insight: consumers are eager to learn

Trend Application

Trend: The Man in the Mirror
Trend: Objectify
Mintel futures trend: Old Gold

Size of Consumer Market for Arts and Crafts

Key points
Participation in some leisure hobbies increases 2009-13
Figure 10: Numbers of consumers participating in select arts/crafts leisure activities/hobbies, 2009-13
62.5 million consumers made arts and crafts in 2012
Figure 11: Size of crafting community in the US, 2012

Leading Companies

Leading arts and crafts supply stores
Michaels Stores, Inc.
Figure 12: Michaels Stores share of revenues, by product category, fiscal years ending 2010-12
Jo-Ann Fabric & Craft Stores
Sewing products
Non-sewing products
Figure 13: Jo-Ann Fabric and Craft Stores sewing vs. non-sewing product share of revenues, fiscal years ending January 2009-11
Hobby Lobby
EthnoGraphic Media
Every Tribe Entertainment
Hemispheres
Mardel Christian & Education
Select local and specialty arts and crafts stores
Art Fire
Austin Art Garage
Dakota Art Stores
Foursided and Twosided
Etsy
Figure 14: Etsy monthly sales, November 2009-13
Figure 15: Etsy user monthly characteristics, November 2009-13
Figure 16: Etsy infographic, November 2009-13

Marketing Strategies

Jo-Ann Stores iPad app helps users discover next project
Figure 17: Jo-Ann Stores iPad App, 2013
Michaels Stores promotes new product line on Pinterest
Figure 18: Michaels Stores Framed Board, Pinterest, 2013
Shutterfly ads describe photo books as “the best gift ever”
Figure 19: Shutterfly, “Photo Books Make the Best Gift Ever,” television ad, 2013
Figure 20: Shutterfly, “Cardworthy Holiday Photos,” television ad, 2013
Etsy coaches users how to succeed
Target crafts with Celebrity Mommy Ambassador
Figure 21: Target, “DIY Crafts with Soleil Moon Frye,” YouTube Video, 2013

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Types of Art and Crafts Made in the Last 12 Months

Key points
Most arts and crafts made by young women
Figure 22: Types of art and crafts made in the last 12 months, by gender and age, October 2013
Parents twice as likely to make arts and crafts
Figure 23: Types of art and crafts made in the last 12 months, by parents with children and age, October 2013
Painting, knitting, and jewelry making frequent activities
Figure 24: Types of art and crafts made in the last 12 months, by frequency of making art and crafts, October 2013
Knitting and quilting consumers have advanced skills
Figure 25: Types of art and crafts made in the last 12 months, by skill for making art and crafts, October 2013
Photo albums made with kits, opportunity for more digital sharing
Figure 26: Types of art and crafts made in the last 12 months, by method of making art and crafts, October 2013
Many arts and crafts consumers engage in multiple types
Figure 27: Types of art and crafts made in the last 12 months, by number of types of arts and crafts made, October 2013

Frequency of Making Art and Crafts

Key points
One third of crafters make them 6+ times per year
Figure 28: Frequency of making art and crafts, by gender and age, October 2013
Marketers need to keep consumers with advanced skills interested
Figure 29: Frequency of making art and crafts, by skill for making art and crafts, October 2013
Room for consumers who use kits to make more arts and crafts
Figure 30: Frequency of making art and crafts, by method of making art and crafts, October 2013


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