Craft Focus - April/May 2020 (Issue 78)

and even sandwich wraps,” says Sarah Patterson, owner. “For the first time we have showcased our products on the catwalk and visitors have flocked to our stand to see the fabrics for themselves.” NEW LOOKS Once again, the three-day event featured a catwalk show, where exhibitors including Stylecraft, Rico Design, Creative World of Crafts and Cygnet were able to display a range of products, patterns and trends from their latest collections. Located near the entrance and proudly sponsored by Craft Focus, the rebranded Trending Now area also offered a quick look at some of this year’s best new products. Up-and-coming craft suppliers showcased their wares in the Bright Sparks area, while visitors were able to choose from a range of workshops and presentations. New features for 2020 included a Creative Dragons feature, providing entrepreneurs with a chance to pitch new ideas to a panel of industry experts. The Business Hub, in association with the Creative Industry Association, offered visitors free and confidential business consultations. “We’ve had a great response to the new features at the show and, as always, the Craft Report has delivered valuable industry insights to attendees with solid advice on what can be done right now to react to changes in the market,” says Steve Mitchell, event director at ICHF. “Sustainability is an issue for all of us and it’s great to see how many brands this year are addressing this – not only is it the right thing to do, but as the Craft Report shows us, it makes good business sense.” TOP 10 CRAFTS FOR 2020 1 Knitting 2 Home sewing 3 Papercraft 4 Cross stitch 5 Embroidery/tapestry/ other needlecraft 6 Crochet 7 Fashion sewing 8 Quilting 9 Jewellery/beadcraft 10 Art KEY FINDINGS FROM THE CRAFT REPORT Average household income is at its lowest for three years, down 6 per cent from 2019. This has had a knock-on effect on the craft industry, with 67 per cent of respondents citing cost as a factor when buying supplies and materials. A further 82 per cent said they are consciously using up a craft stash. Despite this, there has been audience growth, with factors such as the rise in GPs and therapists recommending craft to those suffering from stress or illness. Shows, workshops and craft TV channels were also listed as reasons to take up a creative hobby. While craft remains popular with the over 65s, there has also been growth at the younger end of the market, with 29 per cent of those surveyed under the age of 35. Enthusiasts in this demographic are found to be wealthier, experiential, engaged on social media and likely to buy craft kits. The move to online continues, with 30 per cent buying exclusively online, and 52 per cent mixing their purchases between online and traditional outlets. However, physical shops are still important, with 70 per cent still shopping in-store. Craft stores were also ranked third as a source of inspiration. Sustainability is also high on the agenda for the industry, with 35 per cent saying it has a big impact on buying craft supplies. A further 60 per cent said they would potentially be prepared to pay more for sustainable supplies. Social media was deemed to be increasingly important, with 47 per cent considering it to be a major source of inspiration. Pinterest was the most widely used platform, with Instagram popular amongst under 45s. 38