Crafting Remains Strong Despite Economy, Enjoyed for Relaxation

The Craft & Hobby Association (CHA) announced the results from its 2009 Attitude & Usage (A&U) Study, an annual custom quantitative research study commissioned to better understand consumer craft spending and behavior in the United States. 

The CHA A&U Study reports data for the year ending 12/​31/​09 with 56% of U.S. households crafting at least one project during the past year, contributing to the $27.4 billion dollar craft and hobby industry. Household participation rates remained consistent at 56% over the past three years with dollar sales essentially flat compared to $27.3 billion in 2008 (+0.5%).

The A&U Study tracks trends in four broad categories comprised of General Crafts, Needle & Sewing Crafts, Painting & Finishing Crafts, and Floral Crafts. During 2009, the General Crafts category represented 44% of industry sales and was +18% over the prior year. Strong category performance was driven by growth in the Woodworking, Cake Decorating, and Jewelry Making segments.

Despite declining sales for the other three categories, certain individual craft segments such as Home Decor Painting/​Accessorizing/​Finishing, Knitting, and Wedding/​Bridal crafts all grew in 2009.

The CHA A&U Study also ranked the top ten crafting segments based on consumer spending and household participation. The A&U also identified key motivating factors of why people craft.

Top Ten Craft Segments

  1. Scrapbooking/​Memory Crafts
  2. Home Decor Painting/​Accessorizing/​Finishing
  3. Woodworking
  4. Cake Decorating
  5. Art & Drawing
  6. Jewelry Making
  7. Card Making
  8. Floral Arranging
  9. Quilting
  10. Crocheting

Key Motivating Factors for Crafting

  1. Sense of Accomplishment
  2. Relaxation
  3. Memory Keeping
  4. Health
  5. Economy/​Value
  6. Recommended by Friends or Family
  7. Enables Spending Time with Others
  8. Interaction with Children

2009 Attitude & Usage (A&U) Study.  The Craft & Hobby Association. 27 Apr. 2010.  Web.  29 Apr. 2010.