Elmwood Park, NJ—Fifty-six percent of U.S. households crafted at least one project during the past year, contributing to the $27.4 billion craft and hobby industry, according to the 2009 Attitude & Usage (A&U) study conducted by the Craft & Hobby Association (CHA). Scrapbooking and memory crafts led the way with $2,36 million in sales.
The CHA A&U study, which is an annual custom quantitative research study commissioned to better understand consumer craft spending and behavior in the U.S., reports data household participation rates remained consistent at 56% over the past three years with dollar sales essentially flat vs. $27.3 billion in 2008 (+0.5%).
The study, which covers the year ending December 31, 2009, tracks trends in four broad categories comprised of individual craft segments. During 2009, the general crafts category represented 44% of industry sales and was up 18% versus the prior year.
The CHA A&U report also ranked the top 10 crafting segments based on consumer spending, household participation and “eight key motivating factors” of why people craft.
Top Ten Craft Segments by Sales
1. Scrapbooking/Memory Crafts $2,355 million
2. Home Décor Painting/Accessorizing/Finishing $2,165 million
3. Woodworking $1,527 million
4. Cake Decorating $1,503 million
5. Art & Drawing $1,417 million
6. Jewelry Making $1,321 million
7. Card Making $1,187 million
8. Floral Arranging $1,169 million
9. Quilting $1,157 million
10. Crocheting $1,118 million
Key Motivating Factors for Crafting
1. Sense of Accomplishment
2. Memory Keeping
3. Relaxation
4. Health
5. Economy/Value
6. Recommended by Friends or Family
7. Enables Spending Time with Others
8. Interaction with Children
“Confronted with tough times, many crafters verged on becoming fanatical about their favorite crafts as they sought out a little more everyday fun and personal fulfillment,” said Sandy Ghezzi, CHA vice president, Marketing, Member Services & Education. “This renewed interest contributed to industry sales based on the inherent benefits of crafting such as a feeling of accomplishment and stronger relationships. For many, crafting still remains an important part of their life, improving its overall quality.” craftandhobby.org