Issue 48: SEP 2009
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| CHA Attitude & Usage Study Update | ||
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Understanding the consumer is essential to running a successful craft business. You need to know which type of crafting they engage in, where they purchase their supplies, what influences their decisions, where they get their ideas from and the main reasons they craft. The CHA Attitude & Usage (A&U) Study is conducted on behalf of the membership to answer those questions and more. Conducted quarterly, information is now posted on www.craftandhobby.org, for the 12-month period ending June 30th. This is an exclusive benefit for members, available at no additional cost, and can be accessed by entering your CHA Member ID and Password after clicking on the Research tab at the top of the website Home Page. For help with login access, email membership@craftandhobby.org. The CHA A&U Study reports the U.S. craft industry is estimated to be $27 billion dollars, with 62 million households, or 56% of households, crafting in the past year. The A&U research provides attitudinal and behavioral information to guide decision-making, whether you are a manufacturer, designer, distributor or retailer. The A&U results also show that heavy crafters, those completing 21+ projects, are frequently involved in jewelry-making, in addition to other craft segments. Not surprisingly, given the number of projects they complete, heavy crafters are also the biggest spenders. This group represents 28% of all crafters, yet accounts for 64% of industry sales, indexing 229 vs. the average crafter’s spending propensity. Nine million households participate in jewelry-making, spending $1 billion dollars in the past year. This fact alone should be enough of an incentive to get your crafters more involved in jewelry-making. Some suggestions: create and sell kits and incorporate classes geared toward the fundamentals into your store’s program. Doing so will provide simple project ideas to get the beginners interested in jewelry-making and most likely lead to more sales for your company. It’s also important to keep new project ideas coming for more experienced jewelry crafters. Challenge them and provide inspiration so they will be motivated to craft more often. In addition, the CHA A&U Study tracks cross-participation behavior. For example, 44% of jewelry-making households also participate in scrapbooking/memory crafts. Get jewelry makers involved in scrapbooking by offering suggestions on how their beads can be used on a scrapbook page and combined with other embellishments. Even a simple idea can trigger an incremental purchase. The CHA A&U research is designed to get the craft industry looking at the bigger picture. We used jewelry-making as our prime example here, but the study tracks a variety of different craft segments within these four broad categories: - General Crafts - Needle and Sewing Crafts - Painting and Finishing Crafts - Floral Crafts Research updates are posted quarterly to www.craftandhobby.org, and quarterly member conference calls are held to review the latest information in more depth. Look for emails announcing the call dates and times. Start using the information today! Consumer information is an invaluable tool and can help drive sales for your business. For more information, contact Keri Cunningham, Marketing Manager at kcunningham@craftandhobby.org or at 201-835-1229. |
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