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Crafting Remains Strong During The Recession
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The CHA A&U Study reports data for the year ending 12/31/09 with 56% of U.S. households crafting at least one project during the past year, contributing to the $27.4 billion dollar craft and hobby industry. Household participation rates remained consistent at 56% over the past three years with dollar sales essentially flat compared to $27.3 billion in 2008 (+0.5%).
The A&U Study tracks trends in four broad categories comprised of General Crafts, Needle & Sewing Crafts, Painting & Finishing Crafts, and Floral Crafts. During 2009, the General Crafts category represented 44% of industry sales and was +18% over the prior year. Strong category performance was driven by growth in the Woodworking, Cake Decorating, and Jewelry Making segments.
Despite declining sales for the other three categories, certain individual craft segments such as Home Décor Painting/Accessorizing/Finishing, Knitting, and Wedding/Bridal crafts all grew in 2009.
The CHA A&U Study also ranked the top ten crafting segments based on consumer spending and household participation. The A&U also identified key motivating factors of why people craft.
Top Ten Craft Segments by Sales
About the Study
The CHA Attitude & Usage Study is fielded by a major global market research survey provider on behalf of the Craft & Hobby Association for its members, to provide consumer insight to guide decision-making. Approximately 6,000 geographically and demographically representative crafting households participated in the study through a mail screener and diary questionnaire.
Beginning January, 2010 the CHA Attitude & Usage Study was upgraded from a direct mail panel format to an online survey questionnaire. The change will provide many valuable benefits including:
*±11% margin of error. Spending behavior was self-reported by consumers and is accurate only within certain ranges
About the Craft & Hobby Association
The Craft & Hobby Association is an international not-for-profit trade association consisting of thousands of member companies engaged in the design, manufacture, distribution and retail sales of products in the $27 billion U.S. craft and hobby industry. For more information about CHA visit www.craftandhobby.org. To find out more about its award-winning Conventions and Trade Shows visit: www.chashow.org.
Craft And Hobby Association, 319 East 54th Street, Elmwood Park, New Jersey 07407 USA
phone: 201.794.1133 fax: 201.797.0657 email: firstname.lastname@example.org