The arts and crafts market

Why are we talking about it?

The UK market for arts and crafts is booming. The latest evidence came earlier this week when Ideal Shopping, the TV and online shopping business, revealed it was looking at launching new products in the area, including knitting, needlework and pottery, in response to growing customer demand. In its half-year results it reported an 18.6% rise in sales at its craft division to £13.2m.

Which are the leading retailers?

HobbyCraft is the UK’s only multiple arts and crafts retailer. It was the subject of a bidding war when it was sold to Bridgepoint for more than £100m this year, and has plans for 180 stores. Dunelm is also enjoying strong growth in the category and is confident about its prospects. John Lewis has reported a sharp rise in haberdashery sales, including wools, craft materials, buttons, and sewing machines. Argos and WHSmith are also selling some arts and crafts lines.

How big is the UK market?

It’s hard to find a definitive figure because most retailers don’t provide figures for arts and craft sales. However, the market is growing fast. In the US, the arts and crafts market is huge. One estimate values the market at about $32bn (£21.89bn) - almost the same size as the US film industry.

Why is it popular now?

The ‘make do and mend’ ethos has thrived in the recession, fuelling demand for money-saving hobbies, such as sewing, knitting and embroidery. “A lot of consumers enjoy the process of pulling something together, rather than just going out and buying it,” says Neil Saunders, consulting director at Verdict Research.

Is it a flash in the pan that will disappear once the economy bounces back?

Experts point out that the arts and crafts market was growing well before the recession. As the economy recovers, consumers will have more disposable income to spend on their hobbies and high street retailers are expected to jump on the bandwagon.

What are the new retail trends in arts and crafts?

TV and online are ideal mediums for the arts and crafts retailers to expand into, says Saunders. “TV shopping is good for arts and crafts as it demonstrates the finished item as well as showing how it’s made. It becomes a club people tune into.”

The online market is also expanding, with niche retailers such as Sewandso.co.uk, leading the way. Book retailers also stand to benefit.