Craft Focus - Dec/Jan (Issue 70)

interesting shopping venues, cheap dining options and more, most of which are within walking distance of Phoenix Convention Center. Hotels can be booked through our travel partner, Hotels for Hope. The organisation’s 600,000+ partners can provide companies with more choices at affordable rates, and for every night booked, $2 will be donated to the Kids in Need Foundation. Look through the exhibitor list and make a plan of companies you definitely want to see. Take advantage of the show’s educational elements – most is free for AFCI members and is incredibly valuable to independent retailers. Subjects covered include digital marketing, branding, business operations, legal and more. Do you think the trend for handmade items and creativity in general is becoming more popular? Yes, absolutely. The Association’s latest industry report shows that in addition to growing consumer participation, spending is slightly increasing. We have also found that 19 per cent of all crafting households are taking part in more than seven creative categories, which is encouraging news for the entire creative industry. Will we see lots of innovations and new products at the show? Our new product showcase is always a popular destination for attendees and we anticipate this year’s version to be just as full as in previous years. What are your thoughts on the craft industry as a whole? Crafting is here to stay. Figures show that 62 per cent of all US households take part in at least one crafting activity. In the recent State of Online Video (SOOV) report for Q3 2018 by Tubular Insights, home and DIY content on YouTube is outpacing the more popular genres such as beauty and gaming. This speaks to the growth of creators, influencers and bloggers and the positive impact they are having on consumer interest and purchases. We’re seeing growth in younger consumers and the beginner craft experience, and retailers and suppliers are responding. Products are being created that are easy to use, such as loop yarn – in just a few short hours you can complete an infinity scarf without ever having to pick up a knitting needle – just use your fingers! What do you think would surprise people most about the creative industry? The number of males participating is growing. Research by the Association shows that 35 per cent of crafters are male, compared to 65 per cent of females. What would you like to achieve over the next 12 months? As an association, we want to make sure we continue to unify, connect, represent and support the growth of our creative community. In the short term, we are working to bring our members a great experience at Creativation. We are striving to make sure participants get the best return on investment and aim to exceed our expectations. We encourage feedback, and welcome suggestions and questions via email at agibbon@afci.global creativation.org 66 craft focus