<The handcrafted market
The American craft industry is worth $13.8 billion. The handcrafted
home furnishing sector is an estimated $6.34 billion (based on the
figures for the UK market).
Income levels for craft households are higher than the national
average, $50,000 compared to $40,800.
Wholesale sales account for $4.2 to $5 billion. Retail sales account
for $3.1 billion to $3.7 billion.
In the UK market, the home furnishings sector accounts for 46% of the market.
Home furnishings 46%
Source: Key Note
State of the industry
48% of those surveyed think the outlook in 2004 for both themselves
and the crafts industry is good to excellent. Home décor items sold
well in 2003. High-end work was also selling well in 2003. Source:
Sales revenue from crafts by medium.
Paper - $37,529
Organic - $42,681
Enamel - $53,247
Plastics - $53,760
Leather - $58,586
Textiles - $60,665
Clay - $60,704
Wood - $67,907
Mixed media - $69,670
Other - $81,709
Metal - $108,133
Glass - $111,051
Craft fair attendance.
A survey of cultural activities found that 33.4% (68.4 million) of
adults had attended an arts/crafts fair. The rate of attendance was
2.4 times a year. Source: National Endowment for the Arts.
Study of the Crafts Sector in Canada.
This report from the Department of Foreign Affairs gives and in depth
look at the Canadian market.
Handcrafted value, prices and spending.
Gift show buyers are prepared to pay more for handcrafted works.
Uniqueness is the main factor that is considered by buyers. Buyers are
willing to pay more because the quality of handcrafts is better than
mass produced items. Source: Handcrafted Gifts Get Buyers? Attention
at The L.A. Mart by Constance Hallinan Lagan.
A survey of arts and crafts buyers found that uniqueness was the most
important factor when buying arts and crafts. This was followed by
quality , with price coming third. Those who completed the survey
indicated that they spent an average of $374 per year on arts and
A survey carried out by Michigan State University found that 61% of
tourists buy crafts. Crafts account for 19% of tourist spending. The
amount spent on a craft item depends on the person receiving it.
$20 to $30 for an item for themselves, a close friend or relative.
$10 to $20 for other adults and children
$5 to $10 for co-workers.
A report from Unity Marketing identifies an emerging category of
consumer identified as ?Fantasy Freds? ? highly educated, married,
baby boomers who make $75,000 or more per year. According to the
study, the market?s ?Fantasy Freds? find meaning by connecting to
other places and times, seeking experiences, activities and goods that
are edifying and which help them achieve a sense of personal
Artisans are especially well-suited to offer ?Fantasy Freds? goods and
experiences that are meaningful. A wood sculpture purchased at a
crafts show can be reminiscent of a demonstration they observed, or a
meaningful interaction with a craftsperson. Other artisans can offer
fulfilling learning opportunities in their studios or at craft
workshops or seminars ? experiences that could have more meaning to
the boomer generation of consumers than a weekend in Las Vegas or Palm
Source: Opportunities Await Tommorrow?s Artists by Andy McDonald.
According to this report, customers are willing to pay more for
exclusivity. Custom, original or one-of-a-kind products can command
higher prices. Source: MSU.
This survey studied the pricing of gourd crafts. How Do I Price My Art
by Melynda and Tony Lotven.
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<Hope this helps.>