Crossover Crafting
It's the 'mature' thing to do, as adults become the category's key growth trend
By Reyne Rice -- Gifts & Decorative Accessories, 11/1/2006
Crafting: everyone seems to be doing it these days. With 43 percent growth in the past three years, the craft industry has reached nearly $30 billion annually. And with 4 million new people — the majority of whom are adults — discovering crafts each year according to the Craft and Hobby Association (CHA), the category offers a great opportunity for retailers and manufacturers alike.
Why? Because new adult crafters are fearless in testing a variety of new craft ideas. This new breed calls itself by many names — mixed-media artists, collage artists, craft designers — and their canvases include the pages of scrapbooks, altered books, wearable art in the form of jewelry and beaded purses, and knitted, crocheted and quilted fashions.
Beginning crafters usually start with one craft medium, but as they gain experience they often learn that their tools and supplies can be multi-purposed. The rubber-stamping and scrapbooking worlds are an excellent example of this crossover; collages, inks, file pockets, stickers, buttons, ribbons, metal hardware and other embellishments are creatively applied to both art forms.
Gift retailers can grab their share of this growing market segment by looking up some of the scrapbooking, craft and hobby vendors at the winter and spring markets. Consider bringing additional members of your staff and enlisting their support in searching for new ideas. Sit in on demos and workshops vendors or the market offers. The potential for discovery is great, with exciting new manufacturers and products, as well as potential in-store class demonstration options.
Locking them inOnce you're committed to the category, locking in loyal customers is the key to unlocking repeat sales. Entice shoppers with special newsletters, classes, demos and special events. This type of marketing is designed to make regular customers feel special, cherished and rewarded.
Across the retail spectrum, store-owners have confirmed that on the days of classes, demonstrations, guest artist appearances and cropping nights, business can increase as much 10 to 20 percent over regular non-event sales days. Once artist/customers are inspired, they get that “got-to-have-it” attitude — whether “it” is the newest tool, technique or supply.
By providing a “deal,” such as discounts on class supplies and materials purchased on the day of the class, retailers can promote this trend. And demonstrating new ways to use the tools already in the crafters' toolboxes, or supplies found in their closets, demonstrates the adage “New and Improved.” Re-purpose it, and they will come.
Crafting doesn't sell only on products, deals and discounts — it's a way of life. Create a community among local artists so they have a way to exchange ideas and knowledge, and provide inspiration and assistance to each other — and to retailers.
Taking the leap into crafting can vastly expand a retailer's reach. No matter the size of the store, retailers can carve out an area to appeal to crafters of all ages — especially the new breed of adult crafter. Try it, and you'll be sold on crafting, too.
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