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Craft Stats - Just the Facts - America Loves to Craft!

• More than eight out of 10 households have at least one family member engaged in crafts/hobbies.

• Sales of craft/hobby products topped 10 billion for three consecutive years: 1995, 1996 and 1997.

• The breakdown of how people use their craft/hobby projects is: gifts (71%), home decorating (69%), personal use (62%)
   holiday decorating (59%) and items to sell (16%).

• A staggering 97% of adult women (ages 55 - 64) surveyed have participated in a crafting activity in their lifetime. Of these women,
  88% continue to craft.

• At present, the typical crafter/hobbyist spends an average of 7.5 hours per week engaged in his/her craft/hobby.

• Approximately one half (47%) of the youngest women in the 55+ female crafter study (ages 55 - 64), half of whom
  are employed, have completed a craft in the past six months. An almost equal number (46%) say they are likely to take
  on a craft project within the next six months.

• The major sources from which craft/hobby participants get their ideas are magazines, books and catalogs.
   Family and friends are also an important source of ideas.

• Despite the impediments of aging, four in 10 women over the age of 75 continue to craft.

• Eleven specific crafts/hobbies have participation rates of 20% and over. These include: cross-stitch/embroidery
  (45%), crocheting (29%), apparel/fashion sewing (26%), home décor painting/accessories (25%), craft sewing
  (24%), cake decorating/cake making (22%), needlepoint/plastic canvas (22%), art/drawing (21%), floral arranging
  (21%), home décor sewing (21%) and scrapbooking/memory crafts (20%).

• Most women (74%) find crafting relaxing and two-thirds of mature women like to give projects they made as gifts.

• Almost one half of hobbyists purchase or subscribe to craft/hobby related magazines and newsletters. Almost
  an equal number watch craft/hobby related television shows.

• Interest in learning new crafts is strong in mature women (50%), particularly among those between the ages of 55 - 64.

• Virtually all adult women (ages 55 and over) have completed some craft project. When asked about recent participation
   in 31 specific craft activities, 85 percent of those surveyed responded positively.

* Sources: 1998 55+ Female Crafter Study by The Marketing Workshop, Inc.; 1998 Nationwide Craft/Hobby Consumer Study by
   The NPG Group, Inc.; 1996/97 Size of Craft/Hobby industry Study by Fitch, Inc.