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.
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