A Craft Industry Analysis

The Craft and Hobby Association in 2011, released results of research into the U.S. Craft and Hobby Industry. You may be surprised to learn that the craft and hobbyist’s contribution towards this industries net worth is approximately $29 billion, double the $14 billion first reported by Craft Organization Directors Association (CODA) in 2001. A surprising figure to emerge from this research (even to us avid craft enthusiasts) is that over half of U.S. households acknowledged engaging in a craft activity at least once per year.

When we unpack that $29 billion net worth figure we get a clearer picture of who it is that loves their hobby. Woodworking was the front runners in the top 10 craft sectors by spend, coming in at $3.32 billion with 16.8 million individuals engaging in this activity. I myself have some lovely bookends purchased at a local Sunday market that have clearly been lovingly produced by one such woodworker.

Since the internet revolution every industry engages in analytics and who wouldn’t want to have a picture of their client base so savvy marketing campaigns can bring a little more of that dollar value into the business. And what an impressive dollar value it is. The artists among us, thought to be 21.1 million households, spent $2.6 billion on our passion. The jewelry making and beading craft accounted for $2.3 billion with 14.7 million people crafting earrings, necklaces, bracelets and broaches etc. Over 18 million households engaged in Scrapbooking and other paper crafts spending $3.3 billion preserving family memories and turning photos into family heirlooms. The crocheting hobby injected $1.062 billion into the industry via 17.4 million strong crochet fans. That’s a lot of towels getting topped.

Crafting wreaths, historically a symbol of strength, and in Christianity a celebration of the festive season, made it into one of the top 10 favorite craft activities with 11.6 million engaging in this activity. This is not a once a year only at Christmas craft as wreaths are also used as wedding headdress in many different cultures. Incidentally, wedding crafts injected $803 million into the U.S. craft economy.

With speculation that the global financial crisis is responsible for providing this boost for the craft industry Hobby Lobby’s Eileen Liffick attributed an increase of people attending craft shops or online craft sites looking for ways to create craft for their families without spending a lot of money due to the current economic conditions. Ms Liffick says that “not only are people saving money, they’re making it. We have many people selling these items making extra money”.

What was previously a much loved hobby is now a means of saving the family money. “People are looking to create something special, something homemade. They want to help others save money, while making a little extra for themself”. The fabric department’s business has at least doubled in the last three years because of the economy with people trending back to earlier times, making homemade items for themselves, as a gift, or for a fun family activity. Industry concentration has increased over the five years to 2011, as large national retailers take market share from small independent operators.

Despite the impact of large scale business successful craft businesses are popping up everywhere seeking to share in the crafting industries net worth of $29 million. Crafting is a convenient work from home business and respected cottage industry. Approximately 81.2% of total craft industry operators in Canada are estimated to be businesses without paid-employees (non-employers) in 2011.

It’s now easier than ever to publicize your business and get recognition without spending a fortune doing so using a variety of free and low cost tools and resources from marketing on the internet to craft shows and everything in between.

Craft shows bring resources and new techniques to the end user providing an unequalled opportunity to present craft and hobby ideas and products and services to this cashed up audience. The hobby and craft association reported attendee registration at one particular craft show up 40%. In the “buyer” category alone registration was up 48% for this same show planned for 2012 in Anaheim.

Craft Pavilions showcase what’s new in crafts reaching craft and hobby enthusiasts far and wide. Stall holders sell products in a popular, vibrant market place that attracts tens of thousands over the course of the event. The bonus to the community is far reaching as these tens of thousands of attendees require accommodation and spend money on food and drinks in the vicinity of the event.

Peartree Solutions produced a report on the profile of the Canadian craft industry (2003) highlighting that Canadian craft, recognized internationally for its quality and distinctive character, was at the time considered to be a growing and vibrant collection of individual craft persons, studios, enterprises, media guilds, public and private galleries, retail and wholesale shows, and organizations. The industry in 2001 had generated $727 million in economic activity which including over $100 million in exports.

At the time of this research there were approximately 14,048 craft studios operating in Canada, where 22,597 people were employed. Ten per cent of those surveyed had craft revenues in excess of $120,000. The net craft income (or earnings) of full time craft professionals averaged $17,300 in 2001, while the top ten per cent earned net income of $49,000 or more.

Southern hemisphere crafters are every bit as enthusiastic about their hobby. Australia has less than one fifth of the population of U.S. however managed to spend an estimated $250 million on art and craft materials in 2009-2010. These figures are not a true representation of the Australian craft industry however as the Australian Bureau of Statistics (ABS) define a hobby as an activity that was undertaken only for oneself or for family or friends, that is, the output was not for general consumption. If the item produced was to sell, then this would be considered a work involvement and not measured in the hobby category. The ABS survey showed that in 2007 there were 2.1 million people aged 15 years and over in Australia who were involved in Art and craft as a hobby activity.

Craft exhibitions, craft festivals, craft shows are an unequalled opportunity for crafters and retailers alike to show case their wares. “Handarbeit & Hobby” Exhibition (Cologne, Germany) was held in 2009. Thought to be the largest European exhibition of manufacturers of the goods for needlework and creativity, the exhibition attracted more than 200 craft product companies. Many companies from Mexico, Japan, Australia, the USA and other countries saw the financial benefits of crossing the globe to present their products and shore up a slice of the lucrative European craft market.

Prize money from craft competitions can be quite lucrative for the hobbyist. A winner of an award for embroidery in 2009 beat the pool of 24 finalists from 24 countries selected from 330 applicants to take home $10 000. Craft enthusiasts can compete with the best by entering craft competitions. A European quilting championship has been held annually, since competition commenced in 2002. Masters and designers of ceramics and porcelain from Canada, Russia, Spain and other countries were among the last biennale visitors to the British Ceramic biennale festival in 2009. A mosaic technique summit was organized by the Society of the American Mosaic Artists and coincided with 10th anniversary of this Society.

In a news release issued on April 14 2011, CHA Member Northridge Publishing (PROVO, Utah) announced the launch of a new craft industry trade publication “Creative Retailer,” The publication aims to provide retailers the very best in industry information and product awareness and canvas a wide variety of topics, provide project ideas and discuss solutions for common retail problems for craft retailers. The craft industry hopes that the introduction of a new trade publication is a signal that the industry has a positive future for retailers and craft enthusiast alike.

As former partners of Scrapbook Premier, Inc. and Scrapbook Business Magazine, Torrie and Kevin of Northridge Publishing will provide leading-edge programs and media support that will strengthen business practices for both vendor, manufacturers and retailers. Brian Kunz, founder and president of Northridge Publishing stated ‘”they are striving to expand the industry by building greater awareness to their many subscribers” (hundreds of new readers every month).

Craft industry statistics clearly show that with over half of U.S. households engaging in a craft activity, many, many people experience that unequaled feeling of satisfaction that comes from creating something beautiful. Nothing is as self-soothing as those stolen hours immersed in the craft you adore.