CHA Media

The Craft & Hobby Association (CHA) Discloses Crafts Industry Sales at $29.5 Billion

Elmwood Park, NJ, USA; May 01, 2007 —Results from the full year 2006 Craft & Hobby Association’s (CHA) Attitude & Usage Study indicate that crafting is now a $29.5 billion industry. This is a 3.2 percent decline in sales versus one year ago, however there are significant areas of growth within individual craft segments. Scrapbooking/Memory Crafts grew to 2.6 billion dollars and now ranks as the most popular craft segment. The report also concludes that the majority of U. S. households (57% or 62 million people) have participated in crafts in the past year. Ipsos-Insight, Inc., a worldwide marketing research firm, conducted the study, which reflects the 12-month period ending 12/31/06.

The primary objective of the research is to track the size of the industry (sales and participants), monitor participation rates, and provide an in-depth look at crafters’ demographics.

Commenting on the findings, Sandy Ghezzi, Vice President, Marketing, Member Services & Education, states, “We are very pleased with the informative findings of the 2006 CHA Attitude & Usage Study. Not only does the data provide a snapshot of trends by each segment, but it also give us some great insight into the behaviors and attitudes that influence craft purchase decisions.”

Among the key findings is a breakout of the crafting industry into the following categories: General Crafts ($12.3 billion), Needle & Sewing Crafts ($7.1 billion), Painting & Finishing Crafts ($7.0 billion), and Floral Crafts ($3.1 billion). Some segments are growing in dollar sales such as Scrapbooking/Memory Crafts, Jewelry Making, and Home Décor Painting/Accessorizing/Finishing. Among the larger segments, dollar sale declines occurred in Woodworking, Candle Making, Do-It-Yourself Framing and Home Décor Sewing.

The research also delves into the demographics of crafters. For example, craft participation is highest among households with high incomes, three or more people, and children under age 18. Across all geographies -- Midwest, Northeast, South, and West – more than half of the households participate in crafts.

Eight out of 10 crafters (80%) consider themselves to be intermediate or expert crafters, and they are more likely to participate in Needle Arts. While beginning crafters tend to be younger, enjoy the social aspect of crafting most, and are more likely to participate in Art & Drawing, Decorating, and Scrapbooking.

Findings about shopping behavior are also of interest. Craft chain stores and discount stores account for nearly half of all craft sales (45%). Crafters typically choose a retail establishment based on merchandise, price, and convenience. The majority of these crafters are motivated to buy materials to start new projects (71%) or take advantage of sales (61%).

The full year 2006 report of the CHA Attitude & Usage Study is available free to members in the research section of www.craftandhobby.org.

The Craft & Hobby Association (CHA) is a not-for-profit organization consisting of 5,500 member companies engaged in the manufacture, distribution and retail sales of products in the $30 billion craft and hobby industry. The Association offers a broad range of member services, including market research, education and consumer branding initiatives, as well as operates two annual trade show events, the CHA Winter and CHA Summer Shows that attract industry professionals from all over the world.

Craft And Hobby Association, 319 East 54th Street, Elmwood Park, New Jersey 07407 USA
phone: 201.794.1133 fax: 201.797.0657 email: media@craftandhobby.org