Craft Focus - Apr/May (Issue 66)

was the release of The Craft Report, a major piece of research commissioned by ICHF that was delivered exclusively at the show. The study was based on data gathered from 3,000 respondents who reflect the views of a keen craft audience, as well as six discussion groups that were held around the UK to gather qualitative information from a cross-section of female crafters of all ages. The report was unveiled by research specialist, Linda Jones, in front of a packed audience in the show’s Presentation Theatre. It found that the importance of the social side of craft has increased since 2014, with saving money the only type of satisfaction to slip down in importance. Crafters have an average of three projects on the go at any one time, and four out of five like to keep on experimenting with new mediums, resulting in serious initial investment. Hobbyists are also multi- disciplined, with only a quarter of those asked involved in a single main craft. Next year’s CHSI Stitches takes place between 17 th -19 th February at NEC, Birmingham. Go to chsi.co.uk for more information. “We wanted to make some key changes to the show this year and take the first steps towards the revamp we are working on… reports from exhibitors indicate that orders have been strong, with new leads generated from key buyers.” Dominic Fleming, head of events, ICHF The Craft Report: what you need to know The median age of the UK's 14.6 million crafters is 50. The report found that 26 per cent were aged 65 and over, while 16 per cent were between 55 and 64. A further 16 per cent were aged 45 to 54, with 13 per cent between 35 and 44. Crafters get a huge amount of satisfaction from their hobby. Positive reasons included the joy of giving, personal satisfaction and enjoyment in the creative process. The study also found there is also a significant therapeutic value, pleasure in social interaction and a real sense of achievement to be derived from craft. Four out of five said they like to keep trying new crafts, spending around 10 hours per week on their hobby. The average monthly spend is £27. Almost 90 per cent agreed that there is more demand for handmade items these days, while three quarters of respondents think craft is perceived as cooler than in the past. Internet shopping is increasingly important, with 26 per cent of crafters buying their hobby supplies online. A further 49 per cent shop both online and in-store, while just 24 per cent buy all their materials in a bricks-and-mortar shop. Social media is also a key area, with 33 per cent of crafters using it as a means for inspiration. In addition, 42 per cent said they get ideas frommagazines, while the largest group, at 44 per cent, come up with their own creations. Sources of inspiration were also explored, with shows and demonstrations proving popular at 49 per cent each. Workshops and courses also helped with ideas for 44 per cent of respondents, while other areas included social media (35 per cent), independent shops (32 per cent) and chain stores (15 per cent). 34 craftfocus