THE CRAFT REPORT 2020 - 'The times they are a-changing' - CHSI Stitches
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THE CRAFT REPORT
2020
‘The times they are a-changing’
Third year of Craft Report
THE CRAFT
REPORT 2020
The Craft Report 2020
‘The times they are a-changing’
1. Reality check
2. Mood of time favours craft
3. Audience growth
4. Capitalising on audience change
5. Sustainability implications
Make growth happen!
THE CRAFT
REPORT 2020
Report approach growing and evolving
70 face to face interviews 6 Industry figures Over 3,000 keen crafters
THE CRAFT
REPORT 2020
10,000 crafters over past 3 years
THE CRAFT
REPORT 2020
Wide variety of craft disciplines
THE CRAFT
REPORT 2020
Oodles of talent
THE CRAFT
REPORT 2020
Poor trading across the board
THE CRAFT
REPORT 2020
Household income under pressure
2018 2019 2020
£33,800 £35,300 £33,300
Average household income
lowest for 3 years, 6% down on 2019
THE CRAFT
REPORT 2020
Which is having a knock-on effect on craft
Agree strongly Agree slightly
I consider myself a savvy shopper 30% 39% 69%
I'm cost conscious when it comes to buying craft
materials and equipment 23% 44% 67%
The cost of craft supplies is rising ahead of
inflation 28% 34% 62%
I'm always keen to buy the latest materials and
equipment 9% 27% 36% (-7%)
THE CRAFT
REPORT 2020Average monthly spending down
£34.20 £37.70 Mean
Down 9%
5% 4% Nothing
11%
15%Why spending less?
Consciously using up stash 82%
Less disposable income 45%
Doing less craft 24%
Buying more online/cheaper 20%
Given/inherited supplies 19%
Using more recycled 17% I would say I’m being
more considered in
Buying more from charity shops, etc 8%
what I buy. Am I going
to do it, when am I
going to do it?
It is just not having the money to do it. Bills
go up but the money coming in is the same.
There isn’t one thing like Brexit that you can
blame. It is an accumulation.
THE CRAFT
REPORT 2020But there is audience growth
14.6m 15.1m
2017 2019
TGI – the UK’s largest consumer research panel
THE CRAFT
REPORT 2020Hypotheses for audience growth
1. ‘Normalisation’ of craft
2. More community based
3. Medical endorsement
4. Innovation
5. New, younger crafters
THE CRAFT
REPORT 2020‘Normalisation’ of craft
THE CRAFT
REPORT 2020Socially acceptable
Agree strongly Agree slightly
Craft is increasingly important in improving
people's wellbeing 49% 39% 88%
Anyone can craft, it's just a case of finding the 86%
right craft for you 52% 34%
I'm proud to be known as a crafter 53% 28% 81%
Craft is now seen as cool 38% 38% 76%
THE CRAFT
REPORT 2020Social currency vs social stigma
It is fashionable now and okay to sit
and knit in the pub. It is okay to be
crafty. Ten years ago, you were the
nutter on the bus knitting!
It’s a conversation starter, like when
you are on the train. It’s surprising
how many people craft. You
wouldn’t think so to look at them!
I am now hooked. If I can’t take
my knitting I am not going!
I think some people at work are
jealous that I have found a hobby
that I absolutely love.
THE CRAFT
REPORT 2020Appetite for clubs and groups
60% belong to any
group/club
(41% belong to a real
life one)
39% don’t know
28% would like to join where their nearest
a real life group/club group/club is
THE CRAFT
REPORT 2020Benefits of online groups
Online groups:
31% belong
14% like to join
I belong to a group where you can put your Book folding groups I
things on to be discussed. If something is belong to, they post free
really awful, then someone will tell you. patterns for you to fold.
A group I belong to we are trying to make our own dyes. Using
beetroot and onion skins.. it started as an online chat group, but
we were all in the same area, so we started a group up. Our
friendship has blossomed through craft.
One my mum is into, they trade stencils,
Having an online platform helps things like that, they swap things.
us to share news articles, things
we might not have come across.
THE CRAFT
REPORT 2020Craft is good for you
There was a study for NHS staff, they made
them knit for 20 minutes in their lunch break,
they measured their anxiety and stress levels,
before and after, for a couple of months. They
found that anyone who knitted on their lunch
break for 20 minutes was substantially less
stressed at the end of their 12-hour shift. They
were much calmer and generally had better
mental health. It has amazing therapeutic
benefits. Very relaxing.
THE CRAFT
REPORT 2020Reasons for starting to craft
Illness/stress 23%
Another crafter 18%
Attended event/show 18%
Attending course/workshop 13%
Craft TV channel 12%
Social media 11%
Economising 11%
Received kit 8%
Wanted to reuse/upcycle 8%
Watched programme on mainstream TV 6%
THE CRAFT
Base: New crafters in last 5 years REPORT 2020Medical profession influence
% of crafters who have been
Professional recommenders recommended to start
crafting by professional
GP/health specialist 4
Occupational therapist 2
Other 4
10
Any of these
(New crafter 20%)
THE CRAFT
REPORT 2020NHS : 5 steps to mental wellbeing
✓ 1. Connect with other people
2. Be physically active
✓ 3. Learn new skills
✓ 4. Give to others
✓ 5. Pay attention to the present moment
THE CRAFT
REPORT 2020Top 3 wellbeing benefits of craft
Feeling of achievement/progress 75%
Satisfies my creativity 57%
Sense of purpose/doing something
46%
constructive
Valuable 'me time' 45%
Relaxing antidote to fast pace of life 34%
Keeps mind focussed/avoids negative
28%
thoughts
Increases self esteem 15%
Occupies me so not using phone/technology 10%
THE CRAFT
REPORT 2020Wellbeing benefits of craft
During the period I wasn’t working, you reach
that depression stage where you feel you are
not contributing to society or to anything. So,
to be able to produce something and see it all
the way through to the end product, it gave
me the self confidence that I can achieve
something. Although it might be small, I had
achieved something.
THE CRAFT
REPORT 2020Top 10 crafts consistent with last year
1. Knitting 11. Cake decorating 21. Glasswork
2. Home sewing 12. Colouring in 22. Candlemaking
3. Papercraft 13. Upcycling 23. Weaving
4. Cross stitch 14. Felting 24. Marbling
5. Embroidery/tapestry/ 15. Children’s craft 25. Pottery/ceramics
other needlecraft 16. Mixed media 26. Mosaic
6. Crochet 17. Flower arranging 27. Wood
7. Fashion sewing 18. Calligraphy 28. Pyrography
8. Quilting 19. Modelling 29. Soaps/beauty products
9. Jewellery/beadcraft 20. Macramé 30. Silver clay
10. Art
THE CRAFT
REPORT 2020Overall size of opportunity (ever + future)
Over half audience % Over quarter of audience % Over 10% of audience %
(= c7.5m) (= c3.7m) (= c1.5m)
Knitting 66 Fashion sewing 43 Mixed media 23
Home sewing 60 Quilting 42 Glasswork 23
Papercraft 53 Jewellery/beadcraft 39 Flower arranging 22
Crochet 53 Art (painting/drawing) 36 Children’s craft 20
Embroidery/tapestry/ 52 Cake decorating/ sugarcraft 33 Pottery/ceramics 18
other needlecraft
Cross stitch 51 Upcycling 33 Candle making 17
Felting (wet, needle and nuno) 33 Modelling (clay/Fimo) 16
Colouring in 27 Macramé 15
Calligraphy 25 Weaving 15
Mosaic 14
Working with wood 14
Marbling 12
Pyrography 11
THE CRAFT
REPORT 2020Crafter image
THE CRAFT
REPORT 2020Bi-polar age profile
29%
26%
15% 16%
13%
65+ 55-64 45-54 35-44Younger audience characteristics
• Working
• Over 40% better off
• 1 in 3 started due to illness/stress
• More experimental (number of crafts
tried/on list)
• More commercial
• Twice as engaged with social media
• Follow significantly more influencers
(5 x as many)
• More into online groups
• Buy twice as many craft kits
• Been shopping online longer
THE CRAFT
REPORT 2020Attracting a younger audience
1. Website
2. Social media
3. Styling
4. Wellbeing
THE CRAFT
REPORT 2020Business potential
9% 1%
15%
Business/major income
source
36%
Provide small source of
income
83%
55%
Remain as hobbyNot yet reached full potential
THE CRAFT
REPORT 2020Growing the market
1. Innovation
2. Shopping/routes to market
3. Connections
4. Sustainability
THE CRAFT
REPORT 2020Increasing appetite for experimentation
2020 2018Arts they are keen to try
Acrylic pouring 24%
Printing 22%
Mixed media 19%
Painting 17%
Drawing 16%Move to shopping online continues
82% 79% 75% 85% 85% 77% Any online
+3 = +3 +6 Shift vs 2019
30% 30% 26% 25% Exclusively/mainly
33% 33% online
52% Mix in-store/online
49%
52% 49%
52% 52%
Exclusively/mainly
21% 24% 23% in-store
18% 16% 14%
All 2020 All 2019 All 2018Purchase frequency by source
Regularly Occasionally
Shows/fairs 30% 59% 89%
Craft chains 24% 60% 84%
The Range/The Works/Tiger 20% 58% 78%
Specialist craft shops 17% 59% 76%
Amazon 19% 54% 73%
Other websites 18% 53% 71%
Discount stores (£1, B&M etc) 12% 51% 63%
eBay 14% 42% 56%
Supermarkets 5% 40% 45%
Garden centres 41% 43%
Department stores 39% 42%
Charity shops 6% 36% 42%
TV craft channels 12% 22% 34%
Etsy 20% 22%
Car boot sales 15% 17%
Scrap stores 10% 12%
THE CRAFT
REPORT 2020Putting bricks and mortar into perspective
Craft stores ranked
70% still shopping in-
3rd in sources of
store
inspiration
Craft retailers top the
Average monthly
list of influencers on
spend £22.80
buying supplies
THE CRAFT
REPORT 2020Average monthly spend
Those shopping Those shopping Those shopping
mainly/exclusively equally in both mainly/exclusively
online in store
£47.70 £30.40 £22.80
THE CRAFT
REPORT 2020Becoming a destination outlet
1. The experience
2. You!
Crafting is two 3. Reasons to visit
separate hobbies.
One is buying and 4. Workshops/classes
one is making!
5. Groups
Awareness is key
THE CRAFT
REPORT 2020Top 10 sources of inspiration
Magazines 69%
Websites 62%
Craft stores 58%
My head 56%
Events/shows 54%
Other crafters 50%
Books 50%
Social media 47%
Classes/workshops 40%
Demonstrations 36%
cont….
THE CRAFT
REPORT 2020Learning sources
2020 2018
% %
Watch online video 85 83
One-off workshop 65 65
Course 44 46
THE CRAFT
REPORT 2020Purchase frequency by source
Regularly Occasionally
Shows/fairs 30% 59% 89%
Craft chains 24% 60% 84%
The Range/The Works/Tiger 20% 58% 78%
Specialist craft shops 17% 59% 76%
Amazon 19% 54% 73%
Other websites 18% 53% 71%
Discount stores (£1, B&M etc) 12% 51% 63%
eBay 14% 42% 56%
Supermarkets 5% 40% 45%
Garden centres 41% 43%
Department stores 39% 42%
Charity shops 6% 36% 42%
TV craft channels 12% 22% 34%
Etsy 20% 22%
Car boot sales 15% 17%
Scrap stores 10% 12%
THE CRAFT
REPORT 2020Shopping at craft fairs
You go to one demonstration and think I will
have one of those, then you go to another
and another and before you know it £100
has gone.
You have to pay to go in.
So, having paid, I am damn
well going to buy
something.
Craft fairs are quite big now too.
Someone sits there showing you what
you can make with their products
which encourages you to buy.
A demonstration is like a live
shopping channel in ten minutes
you are convinced you have to
have one.
I will save my craft money to spend at a
big craft fair. Because there will be new
things there. You can touch and feel it.
THE CRAFT
REPORT 2020But….. innovation and display are key
Kirsty’s Christmas show had so many This should be the
different crafts. Things I had not seen window of craft, but it is
before. I was very inspired by her not.
show. I don’t come here and see that.
Feels like it was the same old
things. Nothing grabbed my
attention as new and exciting.
We wanted to do a make and
There are not many take but we couldn’t get near a
demonstrations going on stall. We didn’t get a chance to
either have a go
A week ago I couldn’t get booked
onto any. Today I have asked
around and it is still no.
THE CRAFT
REPORT 2020New routes to market
TotalThe power of social media
47% quote social Pinterest most widely
media as a main used across age
source of inspiration groups
(69%Social media
It’s better to do one thing well
than 5 things badly!
THE CRAFT
REPORT 2020Do your research and analyse
Why do I like it?
What do I get out of it?
How does it make me feel?
How can I use it to help my output?
THE CRAFT
REPORT 2020Plan your content…..e.g.
Monday: Introduce a new material/craft
Wednesday: Q&A/Problem solving
Friday: New project/Step by step
THE CRAFT
REPORT 2020Influencers
THE CRAFT
REPORT 2020Benefits of following influencers
It is an important element to see part of
that person. Seeing how they came to do a
specific project. It is nice to have a human
story behind it.
I like being recommended
stuff but not being told to
buy stuff.
For me it is more individual people showing
their work. They might say what products
they have used. I bought pens after seeing
what they used.
By seeing their personal lives, makes
them more trustworthy. You see
things similar to your own taste.
THE CRAFT
REPORT 2020Benefits of following influencers on social media
Inspiration for my work 67%
Product guidance/buying advice 26%Sustainability
THE CRAFT
REPORT 2020Frequency of conducting upcycling projects
27% 4 in 5 of upcyclers
into upcycling doing more
upcycling
There has been a television
programme. Upcycling has come
from certain programmes. It feeds
itself and becomes a trend
There is a lot about reusing stuff
around you. Encouraging you to re-
use and upcycle. The throwaway
disposable culture is being
highlighted more
THE CRAFT
REPORT 2020Upcycling projects
57%
44%
40%
* includes bags, jewellery, toys
12%
Other home décor Furniture Fashion/ clothes Other*
items
Average spend on buying new craft materials
to complete last upcycled project
£21
THE CRAFT
REPORT 2020Upcycling – in their own words
I bought a chest of drawers online last
night to paint. I am going to Pinterest it
all. It will be my first project. I will buy
paint and new handles.
There has been a television
programme. Upcycling has come
from certain programmes. It feeds
itself and becomes a trend.
My friend took apart her old bed
and made trellises for the garden,
spray painted them purple.
There is a lot about reusing stuff around you.
Encouraging you to re-use and upcycle.
The throwaway disposable culture is being
highlighted more.
THE CRAFT
REPORT 2020Sustainability
…… there is no away…….
THE CRAFT
REPORT 2020Environmental steps taken
Actively recycle at home 94%
Don't use plastic bags when shopping 82%
Buy less single use plastic 73%
Buy British/locally sourced goods
62%
where possible
Reuse/repurpose items rather than
59%
buying new
Stopped buying/buy less disposable
44%
fashion
Buy natural alternatives where possible
38%
i.e. bamboo, cotton, etc Average number out of 10 = 5
Take active steps to lessen my carbon
33%
footprint
Avoid stores/brands with poor track
28%
record on ethical sourcing
Regularly consult labels for traceability
19%
information
THE CRAFT
REPORT 2020Impact on buying craft supplies
Top
priority
4%
Not really thought
about it
23%
Big consideration
35%
Small consideration
37%
THE CRAFT
REPORT 2020Influence of eco claims
A lot A little
Minimises plastic waste 50% 32% 82%
Not overpackaged/uses recyclable packaging 47% 35% 82%
Responsibly sourced 38% 40% 78%
British made 38% 38% 75%
Uses natural materials/dyes 33% 40% 73%
Biodegradability 32% 38% 70%
THE CRAFT
REPORT 2020Craft industry’s environmental rating
Very well Well Average Poorly Don't know
Provide environmentally friendly choices 17% 40% 10% 26%
Minimising excess packaging 17% 41% 20% 15%
Keeping up to date with environmental trends 11% 34% 11% 35%
Open and transparent about their sourcing 10% 35% 19% 29%
Minimising env. damage via manufacturing 8% 33% 13% 39%
N.B. No contextual data for other industries
THE CRAFT
REPORT 2020Craft industry’s environmental rating
I don’t think there is enough pressure on the ones who are
making all this stuff. That we are trying not to buy.
I know artists and crafters that will use recycled paper. From what
I have seen there isn’t much of a push from within the industry to
use less plastic etc. There doesn’t seem to be much happening.
Environmentally it would be a good marketing It is changing but the
opportunity for some of these craft manufacturers. changes are slow
To advertise that they are leading the way. Trying to
be sustainable and traceable. Not have so much
plastic packaging. Make it part of their ethos.
Some stores get it from China then double the price.
Some things you think you are ethically buying but you
don’t know where they have actually come from. It is
not like fruit in Tesco, it doesn’t give you the source.
THE CRAFT
REPORT 2020Paying more for sustainable supplies
Definitely
not
Definitely 5%
7%
Unlikely
28%
Possibly
60%
THE CRAFT
REPORT 2020The Craft Report 2020
1. Be innovative
2. Capitalise on the audience
3. Be proactive/transparent on sustainability
THE CRAFT
REPORT 2020THE CRAFT REPORT
2020
‘The times they are a-changing’
“… the future’s so bright I gotta
wear shades…”
THE CRAFT
REPORT 2020THE CRAFT REPORT
2020
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