Essential Arts and Crafts Industry Trends Explored

The arts and crafts market is flourishing, with 72% of adults in the United States (US) completing a craft in the past 12 months. This article provides a detailed arts and crafts industry analysis, exploring trends across the US and Canada. We’ll look at motivations for consumer participation, cross-industry trends, and opportunities for industry players to grow—so you can strategize with data-driven insights.

Motivations for participating in arts and crafts span from escapism to affordability. Exploring these motivations can enable brands to tap into what makes consumers pick up—and keep picking up—the pastime.

Nearly half of US adults have reported experiencing stress in the past year and seek leisure activities like arts and crafts as a way to unwind. Crafting is seen as a form of self-focused leisure, aligning with a post-pandemic mindset that emphasizes personal fulfillment and individuality. This positions crafting as an ideal pursuit for adults seeking tangible outcomes that enhance well-being in a world with challenges to navigate.

87% of Canadian parents enjoy arts and crafts with their kids, reflecting the potential of promoting the pursuit to parents. For these parents, crafting offers the dual advantage of being a bonding experience with their children and an alternative to screen time. This is especially true as almost three-quarters of parents prefer to engage in screen-free activities with their children. Brands can leverage this unique parent-child dynamic by emphasizing arts and crafts as a valuable alternative to screen time and an opportunity to connect.

Affordability is a key motivator for crafters, especially among young adults who are the most active crafters and are more likely to have limited budgets. Crafting is often seen as a budget-savvy pursuit since the cost of supplies is usually less than buying finished goods. Online selling platforms have also made it easier to sell handmade goods, which adds an economic appeal to the activity. Engaging younger consumers means highlighting the potential to create results at a low cost.

Increased engagement with arts and crafts has continued alongside increased engagement with home improvement even in light of eased pandemic restrictions. Considering the similarities and combined benefits of these two at-home activities can enable brands to respond effectively. As we’ll discuss, well-being aspects are key.

The home improvement category shows similarities with arts and crafts, especially from a well-being perspective. Home improvement projects often involve creative tasks like decorative painting, which allows individuals to express their unique style and create personalized living spaces.

With home decor a leading motivator for US arts and crafts participation—as almost half of consumers state this—brands can refine messaging not just around the ability of both crafting and home improvement to elevate well-being, but also to lean into their mutually creative nature.

As found in Mintel’s home improvement market report, enjoyment, skill, and spending on home improvement projects are positively correlated. This underlines the importance of enjoyment and its relevance to engagement with creative home projects.

In Canada, almost three-quarters of crafters agree that they enjoy the crafting experience more than the end product, indicating a high level of engagement with the process itself. Showcasing the inherent enjoyment of both home improvement and arts and crafts can bring brands top of mind for consumers seeking a satisfying and productive activity at home.

Where enjoyment often meets engagement for consumers, community meets opportunity for brands. Home improvement retailers are well-positioned—with their existing footprint in home goods and decor—to appeal to crafters and home improvers alike.

Fostering a sense of community among these consumers by offering in-store workshops and promoting creative projects like refinishing or painting furniture can enhance the feeling of belonging and connectedness among consumers. This not only encourages in-store purchases but can further encourage the uplifting perception of DIY home activities.

The arts and crafts market is diverse, with widespread participation across various types of crafts. Canadian and US consumers skew overall slightly toward painting and drawing due to their accessibility and appeal to a wide range of skill levels. Yet, there are many entry points for consumers, and with some consumers uninspired or increasingly aware of budget and space constraints, brands have the task of appealing.

A third of Canadian non-crafters say they don’t craft because of a lack of creativity. On the same note, crafters who are crafting less state feeling uninspired (39%). Arts and crafts can be inspiring for consumers, and brands need to draw attention to this. Tutorial videos make 82% of consumers more willing to try a new craft, indicating the potential for partnering with influencers—whether crafters or not—to create these.

Partnering with non-crafting influencers enables brands to reach untapped audiences, leveraging existing follower trust by creating authentic and relatable content that resonates with the influencers’ existing audience. For instance, non-crafting influencers can showcase crafting projects that align with their usual content, making crafting appear approachable and enjoyable.

As consumers face tightened budgets due to high inflation, brands should focus on cost-conscious offerings. This resonates particularly with women and crafters aged 55+ who are especially cost-conscious. Strategies such as free samples, free in-person classes, or discounted upgrades can appeal to open-minded creative consumers who are cautious about financial investments.

Leading the way for consumers can show potential and pre-existing crafters that the pastime is accessible at different price points.

Many would-be crafting enthusiasts see space constraints as a barrier to entry, with nearly half of Canadians stating this, defining a clear opportunity to respond. Brands can design and promote crafting products that are compact and portable, making them suitable for use in small spaces or on the go—something brands can normalize.

The arts and crafts market in the US and Canada is experiencing growth and innovation. Understanding and capitalizing on trends can enable brands to evolve alongside consumers.

The US arts and crafts market is growing but does face challenges such as consumer space and budget limitations. Yet, overall participation is looking positive. Looking ahead, growth strategies will likely leverage crafting’s role in self-expression and mental wellness, whether in product development or marketing.

The Canadian arts and crafts market is poised for growth despite economic challenges. Crafting remains an economical and uplifting leisure activity, with over half of Canadians engaging in creative projects over the past year. Brands can capitalize on this by promoting the value of DIY and luxury crafting, building community through events and online platforms, and making crafting more inclusive and accessible, particularly for financially concerned consumers.

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