Crafts and arts – no more just for summer camp – happen to be growing in popularity. It’s paying off for retailers able to maintaining Americans’ creative whims, though some that have stuck to a single niche have struggled.
A little table with a couple of chairs welcomes patrons inside the lower level at Artist & Craftsman shop within the South Loop on April 28, 2016. Sales of coloring and art supplies grew about 7 percent in 2015 now make up a $1.14 billion market, based on researching the market firm The NPD Group, which attributed the expansion to art and craft paper, paint and painting supplies. “The DIY (do it yourself) movement took off through the recession, and because the economy recovered, people just continued making use of their Crafts Supplies habits,” said Dana Macke, lifestyles and leisure analyst at market research firm Mintel.
Online handmade goods marketplace Etsy reported a 19.4 percent year-over-year boost in active sellers inside the third quarter of 2015, for a total of 1.5 million worldwide, along with a 25 % increase in active buyers. According to a 2014 survey of U.S. Etsy sellers, 76 percent considered their shop on the website a business, and 30 percent considered it their primary occupation, the organization said.
But a lot of the market for crafts and arts materials inside the U.S. probably comes from enthusiasts, not professionals, in accordance with Macke. Although 45 percent of Americans inside their 30s surveyed by Mintel said they sold a handmade craft via an online shop inside the twelve months that ended October 2015, it’s not clear the amount of sell frequently. In last year’s Mintel survey, no more than 10 percent of individuals said they crafted to supplement their income, Macke said.
Although we have seen some consolidation among retailers catering to creative types, including Blick Art Materials’ purchase of Utrecht Art Supplies in 2013, specialty arts and crafts chains appear more insulated from e-commerce pressure than some segments from the retail sector, industry analysts said.
Specialty chains are the most famous craft supply source among women, in accordance with Mintel’s research. Of women who made crafts during the last year, 68 percent bought from specialty chains, 53 percent from Wal-Mart and 32 percent from Amazon, according to Mintel research. Only 36 percent of males who had made an art or craft project in the last year shopped with a specialty store, instead choosing Wal-Mart, Amazon and Target.
In addition to paints and canvases the Artist & Craftsman shop within the South Loop carries all types of other materials including yarn on April 28, 2016. In comparison, 18 percent of females and 21 percent of males shopped at local independent stores, according to Mintel research.
Specialty craft chains generally haven’t been that aggressive in pursuing the web marketplace, nevertheless the category “doesn’t really work that well online,” said Michael Baker, a Deutsche Bank analyst covering crafts and arts retailer Michaels. People want to see what they’re buying and browsing to discover inspiration, he said.
Michael’s has only sold products through its website for approximately a couple of years, and CEO Chuck Rubin estimated online sales would only take into account a single-digit percentage of sales within the crafts category even in the long run. “I do believe it’s an excellent add-on, however i don’t think it will probably be the game changer here it’s experienced other retail industries,” Rubin said. When Hobby Lobby Stores surveyed its customers, just about 2 percent said they preferred shopping online, compared with 71 percent who prefer to look in-store, said spokeswoman Mandi Broadfoot.
Columbia University student Alsu Andova, 26, gathers materials for screen printing at Artist & Craftsman shop inside the South Loop April 28, 2016. But the Internet – and a flood of craft-related blogs, websites and tutorials – is giving them a boost, Broadfoot and Rubin said. “Pinterest and YouTube are the greatest stuff that may have happened to the industry,” Rubin said.
In a Mintel survey, just under 40 % of adults who did an arts or crafts project previously year said they had turned to YouTube for inspiration, and one in three cited social networking website Pinterest. YouTube mpzzzq a lot more than 139,000 crafts-related video channels. Lynn Cagayat, 49, enjoys creating decorative flower arrangements, but on Thursday she browsed Michaels’ dessert decoration aisle. She loves baking the Filipino sweets her mom and grandmother taught her to create but has been watching YouTube how-to videos on elaborately frosted American-style cakes.
Not every craft retailers have been able to capitalize on the growing interest. Mississippi-based fabric and sewing retailer Hancock Fabrics filed for bankruptcy in February and in early April announced it would close its remaining 185 stores nationwide.
Sewing and quilting use a fairly steady following, unlike scrapbooking, that is declining in popularity, but haven’t been growing like other crafts either, Macke said. Retailers carrying an array of products are likely better-equipped to help from new customers who may dabble in making a variety of handmade goods as trends shift, she said.