Craft Focus - Apr/May (Issue 72)

30 with the results (19 per cent), lack of use for the end product (16 per cent) and the availability of cheaper alternatives (15 per cent). Advice was given on breathing new life into this category. WHAT’S NEW The show welcomed well-known brands from around the world, with must-have launches and orders taken. Stix 2 unveiled its new cork sheets, which can be dye cut, punched, painted, ink and stamped. “The response has been great,” says Ruth Welch, sales director. “We’ve been able to use the show to demo and make projects in workshops which has given our clients the skills and techniques to show the full potential of the product to their own customers.” First-time exhibitor Felt Creative was located in the Bright Sparks area and introduced its character-based needle felting kits to buyers. “We’ve had a great response to the range, establishing leads, meeting new customers and taking orders,” says owner and designer Carole Martin. Another newcomer was the Finnish brand Novita, which debuted its Nordic yarn both on its stand and the catwalk. Featuring Moomin-inspired patterns, the company is known for its commitment to sustainability. “All of the colours in our range are inspired by Nordic nature,” says Taija Felt, international sales director. “We’ve been showcasing our ranges on the catwalk with a Lapland theme. We’ve had lots of enquiries and meetings with both new and existing customers – the response to the range has been great.” THE CRAFT REPORT: KEY FINDINGS There are more than 14.6m crafters in the UK, with a median age of 50. There’s a strong female bias at 76 per cent, with an average income of £30,455. There has been a seven per cent increase in new crafters over the last five years, offering significant growth potential at the younger end of the market. Around 27 per cent of crafters began their hobby because of stress, illness or to improve personal wellbeing. The average monthly spend is £26 median and £38 mean. Learning was identified as important, with 49 per cent of hobbyists regularly watching video-based tuition to overcome a problem or discover a new technique. This figure was up 11 per cent from last year. The study showed that 30 per cent buy their craft materials exclusively online, while 49 per cent use a mix of in-store and online. Just 21 per cent purchase in-store only. The most popular reasons for internet shopping included convenience and greater choice. The experiential nature of bricks-and-mortar shopping was emphasised, with reasons for use including space to sit and browse, knowledgeability of staff and events and in-store demonstrations. The environment was also important, with 46 per cent agreeing that this influences their choice of supplies. Plastic waste, packaging and responsible sourcing were identified as the biggest concerns. THIS YEAR’S TOP 10 CRAFTS: Glasswork Pottery and ceramics Crochet Weaving Jewellery and beadcraft Felting Woodwork Mosaic Upcycling Quilting