{"id":4678,"date":"2018-08-29T19:16:39","date_gmt":"2018-08-29T19:16:39","guid":{"rendered":"https:\/\/genhq.com\/?p=4678"},"modified":"2022-07-23T07:11:05","modified_gmt":"2022-07-23T07:11:05","slug":"millennials-lead-the-36-billion-crafting-industry","status":"publish","type":"post","link":"https:\/\/genhq.com\/millennials-lead-the-36-billion-crafting-industry\/","title":{"rendered":"Millennials Lead the $36 Billion Crafting Industry"},"content":{"rendered":"<p>Sewing and crafting may sound like something only grandparents do\u2014but think again. Nearly two-thirds of U.S. households participate in at least one crafting hobby, with 45% involved in 5 or more creative hobbies. And Millennials are now the main generation crafting in the United States!<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-4681\" src=\"https:\/\/genhq.com\/wp-content\/uploads\/2018\/08\/Crafting2Fade.gif\" alt=\"\" width=\"870\" height=\"500\" \/><\/p>\n<p>According to recent research from the Association for Creative Industries, the largest percentage of consumers in this $36 billion industry are Millennials at 41% while Gen X at 36% and Baby Boomers at 23% trail behind.<\/p>\n<h4>Brands are Starting to Take Notice of Millennial Crafters<\/h4>\n<p>One <a href=\"\/what-it-really-means-when-millennials-kill-an-industry\/\" rel=\"noopener\"><span style=\"text-decoration: underline;\">industry<\/span><\/a> leader has taken the hint. Much like how many clothing and accessories stores have started offering interactive <span style=\"text-decoration: underline;\"><a href=\"\/experiences-win-possessions-new-year-new-travel-priorities\/\" rel=\"noopener\">experiences<\/a><\/span>, craft retail giant Joann is optimizing its stores for <span style=\"text-decoration: underline;\"><a href=\"\/generations-gen-y-millennials-research\/sales-marketing-market-research\/\" rel=\"noopener\">Millennial shoppers<\/a>.<\/span><\/p>\n<p>According to a <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.forbes.com\/sites\/pamdanziger\/2018\/07\/08\/millennials-are-ready-for-crafting-but-is-the-36b-crafting-industry-ready-for-them\/#1bd1d4913a2c\" target=\"_blank\" rel=\"noopener\">recent Forbes article<\/a><\/span>, Joann recently launched a Creator\u2019s Studio space in their newest Columbus, OH store where both experienced crafters and newbies can learn new skills, take classes, rent machines, and gather together with friends and fellow crafters.<\/p>\n<p>Joann doesn\u2019t just offer the space for creativity. The company also has the technology to back it up. The concept store is enhanced with high-tech\/high-touch features, like a Craft Creator touchscreen kiosk where customers can search Pinterest to discover new crafting projects and a Cut Bar where shoppers can check in with their chosen fabric then continue shopping until texted that their cut fabric is ready for pick up.<\/p>\n<h4>Brick-and-Mortar Stores Versus Online Retailers<\/h4>\n<p>Will other crafting retailers follow suit? \u201cThe industry is doing a terrible job of attracting new customers,\u201d said 30-something sewing blogger Jennifer Moore, <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.forbes.com\/sites\/pamdanziger\/2018\/07\/08\/millennials-are-ready-for-crafting-but-is-the-36b-crafting-industry-ready-for-them\/#1bd1d4913a2c\" target=\"_blank\" rel=\"noopener\">in an interview with Forbes<\/a><\/span>. \u201cThey are still operating like it\u2019s the 1970s or 1980s. They can\u2019t expect to do the same things and get the same results.\u201d<\/p>\n<p>This is crucial for the crafting industry to note. If <span style=\"text-decoration: underline;\"><a href=\"\/do-you-need-to-be-a-millennial-to-sell-to-them\/\" rel=\"noopener\">Millennial<\/a><\/span> crafters can\u2019t find the fabrics or supplies they\u2019re looking for in a brick-and-mortar store, they won\u2019t hesitate to order them online from any number of places.<\/p>\n<p>\u201cIf you want to get people to shop in your store, you need to create an experience that is worth coming there for. Something that is Instagram worthy,\u201d added Moore. \u201cShop owners are ignoring the needs of consumers who are under 40 years old. If you want people to start sewing you have to think about what they are looking for,\u201d she said.<\/p>\n<p>One thing is certain: Millennials have very different expectations than earlier generations. Only time will tell if other crafting industry leaders will adapt to the huge Millennial market, or if they\u2019ll fall by the wayside in favor of <span style=\"text-decoration: underline;\"><a href=\"\/do-millennials-prefer-mobile-apps-or-websites\/\" rel=\"noopener\">online<\/a><\/span>, direct-from-the-source suppliers.<\/p>\n<h4>Want to Solve Your Millennial Challenges?<\/h4>\n<p>We lead national and international Gen Z, Millennial, and\u00a0<u><a href=\"\/how-is-generations-research-different-from-market-research\/\" rel=\"noopener\">generational studies<\/a>\u00a0<\/u>for our clients every day. We also keynote events around the world, helping businesses better understand their customers and workforce.<\/p>\n<p>Let us know how we can help you.\u00a0<span style=\"text-decoration: underline;\"><a href=\"\/contact\/\" rel=\"noopener\">Send us an email\u00a0<\/a><\/span>or give us a call and we\u2019ll be happy to provide a little information for you to review.<\/p>\n<p>Keep the conversation going. Follow The Center on Instagram\u00a0<u><a href=\"https:\/\/www.instagram.com\/thegenhq\/\" target=\"_blank\" rel=\"noopener\">@TheGenHQ<\/a><\/u>\u00a0or on Twitter\u00a0<u><a href=\"https:\/\/twitter.com\/GenHQ\" target=\"_blank\" rel=\"noopener\">@GenHQ<\/a>.<\/u>\u00a0We are passionate about sharing our latest generational discoveries!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sewing and crafting may sound like something only grandparents do\u2014but think again. Nearly two-thirds of U.S. households participate in at least one crafting hobby, with 45% involved in 5 or more creative hobbies. And Millennials are now the main generation crafting in the United States! According to recent research from the Association for Creative Industries, [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":4681,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13,21],"tags":[],"class_list":["post-4678","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-millennials-aka-gen-y","category-selling-and-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Millennials Lead the $36 Billion Crafting Industry - The Center For Generational Kinetics<\/title>\n<meta name=\"description\" content=\"Sewing and crafting may sound like something only grandparents do\u2014but think again. Nearly two-thirds of U.S. households participate in at least one crafting hobby, with 45% involved in 5 or more creative hobbies. 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