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Craft & Hobby Assn. Releases Results of Canadian Consumer Craft Study

GDA Staff -- Gifts and Dec, 2/8/2012 11:13:59 AM

Elmwood Park, NJ - The Craft & Hobby Association (CHA) conducted a study on the Canadian consumer. The CHA Canada 2011 Attitude & Usage Study is the first one done and was commissioned to better understand consumer craft spending and behavior in Canada.

The year-long study found that 44 percent of Canadian households participated in crafting at least once during 2011 creating a $2.8 billion Canadian craft and hobby industry. The results offer retailers and manufacturers information to help with future planning and business growth in regards to emerging trends in the industry, shopping behavior and cross participation among craft segments.

The top five crafting segments based on consumer spending are: Woodworking/Wood Crafts ($299 million); Scrapbooking/Memory Crafts ($176 million); Knitting ($143 million); Food Crafting ($137 million) and Home Decor Crafts - Non-Sewing ($121 million).

The study also tracked consumer reported sales and other metrics across eight categories, comprised of 54 individual craft segments. The top categories include: General Crafts ($872 million); Needle Crafts ($333 million); Paper & Memory Crafts ($334 million); Artistic Crafts ($314 million); Sewing Crafts ($293 million); Fine Arts ($293 million); Floral Crafts ($167 million) and Jewelry & Bead Crafts ($145 million).

The results were compared across five Canadian regions: Ontario, Quebec, the Eastern Provinces, The Prairie Provinces and British Columbia.

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