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Industry Research: Market Research

CHA Independent Craft Retailer Benchmark Survey 2014

The CHA Independent Craft Retailer Benchmark Survey was compiled during the summer of 2014 from over 376 respondents, both members and non-members of CHA and includes results from home base and store front retailers.  The survey included questions on: sales, revenue, size of store, rent, inventory levels, staffing, educational offerings, continuing business education, social media activity, average customers etc. for their business for the year ending 2013. The CHA Independent Craft Retailer Benchmarking survey profiles the results of this study which will be of significant interest to retail buyers, suppliers and distributors.

Canada 2011 Attitude & Usage Study

The study is the first ever study of the Canadian Craft consumer. The CHA Canadian 2011 Attitude & Usage Study is custom quantitative research that tracked the Canadian craft consumer for an entire year in order to give a consumer reported estimate of the craft industry in Canada. The study was fielded by a major global research provider of survey data and funded by a donation from the Canadian Craft and Hobby Association (CCHA) an affiliate partner with CHA.


Approximately 2,500 geographically and demographically representative crafting households participated in the study through an online questionnaire.

The primary objectives of this research were:

  • Estimate the size of the industry in Canada
  • Estimate and track sales by distribution channel
  • Determine and track craft participation by category
  • Provide demographic profiles and attitudinal/behavior patterns of crafters
  • Document shopping patterns

2011 Canadian Reports


United Kingdom Craft Market Update Report 2011

CHA has partnered with Future Publishing Ltd., in the UK, to fund a comprehensive market research study on the British consumer crafts market. The research study was designed to provide CHA members in the UK as well as U.S. members with valuable information about the UK crafter, including:

  • Establish the size & structure of the British consumer crafts market by measuring participation across key segments.
  • Demographically profile craft participants on both an overall and individual craft segment level.
  • Enable a more advanced, data-driven understanding of the dynamics of participation in craft.


CHA 2012 State of the Craft Industry report

CHA offers a wide range of Research studies. From custom quantitative research to Retail Trending Reports, you can gain insight into factors that could affect your business and your success! Our Research is commissioned by CHA on behalf of our members. All of the Research reports are FREE for all CHA members. Non-members should contact Jason Baum, Marketing Manager, to request pricing information or if you have any question regarding CHA Research.

  • Download the key points from the CHA 2012 State of the Craft Industry report

  • Download the full CHA 2012 State of the Craft Industry report (Members Only)

CHA Attitude & Usage Study
Consumer Attitude and Usage StudyThe CHA Attitude & Usage Study is custom quantitative research that tracks the U.S. craft industry. The study is fielded by a major global research provider of survey data.

Approximately 6,000 geographically and demographically representative crafting households participate in the study annually through an online questionnaire. Survey results are reported quarterly.The primary objectives of this research are to:
  • Estimate the size of the industry
  • Estimate and track sales by distribution channel
  • Determine and track craft participation by category
  • Provide demographic profiles and attitudinal/behavior patterns of crafters
  • Document shopping patterns
2011 Reports 2010 Reports Note: In January 2010, the CHA Attitude & Usage Study was converted from a mail panel format to an online survey questionnaire expanding the range of crafts probed to 53 segments in eight broad categories. As a result, the Study now captures data at the individual crafter level, delves deeper into the attitudes and behaviors specific to each craft segment and reaches a greater representation of males and younger crafters, making it more representative of the U.S. population. Due to the nature of the changes, the 2010 data cannot be directly compared to the 2005-09 data.2009 Reports 2008 Reports 2007 Reports 2006 Reports 2005 Reports
CHA Crafter Insight Study
In December of 2007, CHA commissioned a comprehensive consumer study with Iconoculture* to better understand the emotional appeal of crafting and key drivers that influence a crafters purchasing behavior. This is an important study that will help you connect with consumers of all ages, build relationships and appeal to their lifestyles. This research explored the following topic areas:
  • Current crafting activity
  • Whether people are crafting more or less frequently, and why
  • Emotional benefits of crafting
  • Sources of inspiration for crafters M
  • How crafters get started with new crafts
  • Crossover crafting – how one craft leads to another
  • Incorporating leisure-time activities into crafts
  • Prevalence of and reactions to the concept of “green crafting"
  • General reactions to the logo: Crafts, Discover Life’s Little Pleasures.®

*Iconoculture is a leading research firm dedicated to understanding the “why" behind the “what" of consumer behavior. This study spoke directly with approximately 150 crafters nationwide through on-line discussions. The people interviewed in this study are members of a virtual consumer community consisting of 500+ consumers from across the United States. Members are age 18 and over, and are recruited to reflect four age breaks – Millennials, Gen X, Boomers and Matures. These members also represent various ethnicities, income levels and geographical locations.

CHA Scrapbooking Study
The Scrapbooking segment continues to represent a major portion of the revenue for the crafts industry. In 2007, CHA worked with Ipsos Marketing, the world’s fourth largest market research survey firm, to conduct a customized Scrapbooking Study. The study was conducted to examine the current usage and attitudes of scrapbookers in greater detail. The information in this report is intended to help CHA members make better business decisions about the development and marketing of new scrapbooking products. The specific objectives addressed in this study are:
  • Examine specific types of projects/activities/themes utilized by scrapbookers.
  • Explore involvement of scrapbookers in digital media/computer.
  • Understand specific types of supplies and tools that scrapbookers are purchasing for their projects.
  • Identify marketing options by determining what drives consumer purchase decisions.
  • Segment the market in terms of participation (heavy, moderate and light) and profile these segments in terms of craft/hobby participation and demographics.

Asian American Market Report
Asian American Market Report Conducted by Phoenix Multicultural and Interviewing Service of America (ISA) the Asian American Market Report not only provides primary research on a variety of categories, but also rich secondary research on history, culture, demographics, and geographies. Covering five of the major Asian nationalities, as well as comparative data for African-Americans, Hispanics and non-Hispanic Whites, the report allows industry professionals to explore strategic and tactical initiatives to optimize their marketing efforts.

African American Market Report
In December 2007, CHA partnered with Phoenix Multicultural to conduct a study with African Americans with the following objectives in mind:
  • Compile demographic data, cultural nuances and values, general behavioral data and media usage in order to paint a picture of African Americans.
  • Delve deeper into the mindset of these consumers by focusing on crafting behaviors to identify key opportunities.
  • Provide holiday detail with regards to crafts.

The Impact of Hispanic Crafters on the U.S. Craft Industry
In 2007, CHA again partnered with Phoenix Multicultural (formerly Phoenix Multicultural Access Group), an award-winning multicultural market research consulting firm, to study the impact of Hispanic crafters on the U.S. craft industry. The Association is seeking to demonstrate how the Hispanic market, one of the largest minority segments in the United States, represents a growth opportunity for the craft industry.


The Academic Value of Hands-On Craft Projects in Elementary Schools Study
Academic Value Of Hands-On Craft Projects In Elementary Schools Study This report, one of the first studies ever to investigate the impact of hands-on projects and academic learning, concludes that many elementary school educators have found hands-on crafts projects to be one of the best techniques to enable students to sustain knowledge while instilling a curiosity for and appreciation of learning. The Executive Summary describing the study's findings is available and the Hands-On Craft Projects Research is available to all without charge.