|
Craft Trends Uncovered
Listed under: NewsTop Story
Published: Monday, February 19, 2007
In order to learn more about the market we held an industry wide poll to gauge a sense of value of the market and to discover the areas of strength and growth. The response was very positive and we have collected together the full results of the Craft Business Survey 2006
From those that responded we have been able to gain a greater understanding of the reader of Craft Business Magazine. The majority, 67%, are retailers with manufacturers and importers forming the next largest group making up ten percent. The remaining readership, each made up of artists, consultants, exhibition staff, professional crafters, wholesalers and distributors, each with five percent.
The size of the respective companies breaks down as follows: 55% have under ten employees, 40% operated the business alone and five percent had between 11 and 50 members of staff.
The majority of respondents, 75%, are the proprietor or partner of the business, both making up ten percent were directors and self-employed and the remaining five percent are staff. In addition the job titles from the contact information broke down as follows: 30% proprietor, 25% partner, 20% owner, ten percent managing director, five percent each were listed as artist, director and tourism liason officer.
The businesses that responded also gave an insight into their average turnover with 42% grossing up to £50,000, a further 42% £50,001 - £250,000 and the remaining 16% with £250,001 - £500,000
Half of the respondents were the business' budget holder, a quarter instruct which supplies, product, services to buy. Fifteen percent were responsible for orders and ten percent were consulted on these issues.
The results also indicated that 65% of businesses responding have a website with the numbers of visitors ranging from 170 through to 500 per week. The monthly sales generated online ranged from zero to ten percent (54%) to 80%-100% as stated by eight percent of respondents. The most popular method of payment was noted as Paypal with 43%, cheques with 36% and followed with credit card 14% and seven percent stating postal orders.
Products and services
From the survey we were also able to gain an understanding of the way in which the market is represented. The main products sold were listed as 13% stocking general craft items, ten percent were art materials, seven percent were cross-stitch and each with six percent were books and charts, notions and supplies, quilting products and yarns. Fabric and gift items each made up four percent of the responses, while card making, crochet, decorative painting, knitting, needlepoint, paper crafts and patterns. Finally, each with one percent were the following products and services charts, finished crafts, florals, haberdashery, kits, minitures, office supplies, paintings, puzzles, scrapbooking materials, spinning and weaving and wire.
The results also provided information about the businesses. A quarter of all the respondents had been operation for over 21 years, followed by five percent trading for 16 to 20 years and 15% for 11 to 15 years. There was also a large amount of new business with 45% having started the company in the last three years and a further ten percent operating between four and six years. The majority, 96%, have one shop while six percent have six or more stores.
The results indicated that products are sourced in a variety of different ways. Forty one percent go direct to the wholesaler and manufacturer, 21% listed the internet as a main source, with a further 12 and 13% respectively from trade shows and trade magazine. Eight percent used overseas resources while four percent use consumers magazine and the remaining two percent use its own factory.
Customer profile
The survey indicated that women make up the largest portion of customers (90%) and ten percent said that the gender split of their shoppers was 50-50. The age of these consumers was noted as ranging from 26 to 35 years, with five percent to over 55 years, again with five percent. The largest age group was noted as 36 to 45 years (62%) followed by 46 to 55 years (29%).
The respondents listed the aver age spend varying from five to ten pounds (37%) to over £35 (21%) 32 percent reported average spends of £11 to £25 and a further 11% with £26 to £35.
Sales periods
Workshops also appeared to be a key aspect for respondents with the over half (65%) regularly hosting them. The majority of these are held weekly (64%) followed by 27% holding annual events and a further nine percent operating them on a monthly basis. The additional spend generated by these workshops ranged from zero, to £250 (85%), through to £750 and over (15%).
It is apparent from the results that the main sales time is autumn (45%), followed by 15% stating winter. Spring through to winter, summer through to autumn was the next strong period, each with ten percent and the weakest times, each with only five percent, were noted as autumn to winter and spring to summer.
For the majority of businesses,67%, the turnover at Christmas increases by less than 30%, 28% noted an increase of between 31% and 50% and the remaining six percent had between 51% and 70%
Over half (56%) of the business taking part in the survey run promotions, the most sucessful included 'Buy One Get One Free', cut price sales, demonstrations, double loyalty points, free extras, free postage, package deals and special prices.
Industry events
The survey highlighted the importance of trade shows to the industry. Seventy four percent attended Craft, Hobby + Stitch International, with Paperworld, CHA Winter and Smac each gaining five percent.
A large number, 47%, wanted to receive more information on trade shows, including exhibitor lists, dates, locations and contacts. The other show that are visited are Hobbycrafts gaining 28% and a each with 17% are Twisted Thread and the You Can Make It Shows.
The size of the respective companies breaks down as follows: 55% have under ten employees, 40% operated the business alone and five percent had between 11 and 50 members of staff.
The majority of respondents, 75%, are the proprietor or partner of the business, both making up ten percent were directors and self-employed and the remaining five percent are staff. In addition the job titles from the contact information broke down as follows: 30% proprietor, 25% partner, 20% owner, ten percent managing director, five percent each were listed as artist, director and tourism liason officer.
The businesses that responded also gave an insight into their average turnover with 42% grossing up to £50,000, a further 42% £50,001 - £250,000 and the remaining 16% with £250,001 - £500,000
Half of the respondents were the business' budget holder, a quarter instruct which supplies, product, services to buy. Fifteen percent were responsible for orders and ten percent were consulted on these issues.
The results also indicated that 65% of businesses responding have a website with the numbers of visitors ranging from 170 through to 500 per week. The monthly sales generated online ranged from zero to ten percent (54%) to 80%-100% as stated by eight percent of respondents. The most popular method of payment was noted as Paypal with 43%, cheques with 36% and followed with credit card 14% and seven percent stating postal orders.
Products and services
From the survey we were also able to gain an understanding of the way in which the market is represented. The main products sold were listed as 13% stocking general craft items, ten percent were art materials, seven percent were cross-stitch and each with six percent were books and charts, notions and supplies, quilting products and yarns. Fabric and gift items each made up four percent of the responses, while card making, crochet, decorative painting, knitting, needlepoint, paper crafts and patterns. Finally, each with one percent were the following products and services charts, finished crafts, florals, haberdashery, kits, minitures, office supplies, paintings, puzzles, scrapbooking materials, spinning and weaving and wire.
The results also provided information about the businesses. A quarter of all the respondents had been operation for over 21 years, followed by five percent trading for 16 to 20 years and 15% for 11 to 15 years. There was also a large amount of new business with 45% having started the company in the last three years and a further ten percent operating between four and six years. The majority, 96%, have one shop while six percent have six or more stores.
The results indicated that products are sourced in a variety of different ways. Forty one percent go direct to the wholesaler and manufacturer, 21% listed the internet as a main source, with a further 12 and 13% respectively from trade shows and trade magazine. Eight percent used overseas resources while four percent use consumers magazine and the remaining two percent use its own factory.
Customer profile
The survey indicated that women make up the largest portion of customers (90%) and ten percent said that the gender split of their shoppers was 50-50. The age of these consumers was noted as ranging from 26 to 35 years, with five percent to over 55 years, again with five percent. The largest age group was noted as 36 to 45 years (62%) followed by 46 to 55 years (29%).
The respondents listed the aver age spend varying from five to ten pounds (37%) to over £35 (21%) 32 percent reported average spends of £11 to £25 and a further 11% with £26 to £35.
Sales periods
Workshops also appeared to be a key aspect for respondents with the over half (65%) regularly hosting them. The majority of these are held weekly (64%) followed by 27% holding annual events and a further nine percent operating them on a monthly basis. The additional spend generated by these workshops ranged from zero, to £250 (85%), through to £750 and over (15%).
It is apparent from the results that the main sales time is autumn (45%), followed by 15% stating winter. Spring through to winter, summer through to autumn was the next strong period, each with ten percent and the weakest times, each with only five percent, were noted as autumn to winter and spring to summer.
For the majority of businesses,67%, the turnover at Christmas increases by less than 30%, 28% noted an increase of between 31% and 50% and the remaining six percent had between 51% and 70%
Over half (56%) of the business taking part in the survey run promotions, the most sucessful included 'Buy One Get One Free', cut price sales, demonstrations, double loyalty points, free extras, free postage, package deals and special prices.
Industry events
The survey highlighted the importance of trade shows to the industry. Seventy four percent attended Craft, Hobby + Stitch International, with Paperworld, CHA Winter and Smac each gaining five percent.
A large number, 47%, wanted to receive more information on trade shows, including exhibitor lists, dates, locations and contacts. The other show that are visited are Hobbycrafts gaining 28% and a each with 17% are Twisted Thread and the You Can Make It Shows.
