Craft sector resilient
The craft sector increased its market share through the recession with consumers increasingly choosing authentic handmade or individual items, according to a new report due to be published tomorrow (Tuesday 22 June) at Assemble, the annual conference of the Crafts Council.
The study, ‘Consuming Craft: The contemporary craft market in a changing economy” commissioned by the Crafts Council finds that craft spending appears to be holding up better than spending on related categories such as design, art and luxury goods.
It estimates that 16.9 million people have already bought craft and that the total market for original contemporary craft is currently between £913m and £1.87 billion.
The report finds the key trends in the crafts market include:
• The move away from mass-produced objects;
• Customisation of products;
• Interest in acquiring experiences rather than objects;
• Learning to make objects rather than buying them;
• Turn away from buying luxury brands.
Consumers and those interested in the craft market appear to be particularly concerned with:
• Looking for more personal, unique and ethical routes for consuming objects;
• More meaningful consumption of objects;
• Reducing wasteful consumption.
On the whole craft buyers are more likely to be female, educated to degree level or higher, culturally active and outward looking and curious.
They tend to be older (53% are aged 45 or over), independently minded and more likely to work in the education, health and charity sectors.
Going to a fair, exhibition or event is by far the most significant trigger to making a first craft purchase, followed by having an occasion to buy a unique gift.
Commenting on the new report, Rosy Greenlees, Executive Director, Crafts Council, says:
“The desire for handmade, authentic and sustainable crafted objects is flourishing in an era of ever more mass production.”
“The Craft Council believes that craft matters and this report shows how it matters not only to thousands of people across the UK but also to the economy in general.”
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For further information please contact Jill Read, Press Officer, Crafts Council on T: 020 7806 2549 or E: media@craftscouncil.org.uk
Notes to Editors
• The Crafts Council’s goal is to make the UK the best place to make, see, collect and learn about contemporary craft.
We believe that craft plays a dynamic and vigorous role in the UK’s social, economic and cultural life.
We believe that everyone should have the opportunity to make, see, collect and learn about craft.
We believe that the strength of craft lies in its use of traditional and contemporary techniques, ideas and materials to make extraordinary new work.
We believe that the future of craft lies in nurturing talent; children and young people must be able to learn about craft at school and have access to excellent teaching throughout their education.
• 11% of the UK population visited a craft exhibition in 20089/09, and 17% participated in craft activity in the same year (DCMS/ACE Taking Part data update August 2009).
• More than 2.8 million visits were made to the Crafts Council website in 2009. To find out everything you need to know about where to make, see, collect and learn about contemporary craft visit www.craftscouncil.org.uk
• The Crafts Council is supported by Arts Council England. Arts Council England works to get great art to everyone by championing, developing and investing in artistic experiences that enrich people’s lives. As the national development agency for the arts, it supports a range of artistic activities from theatre to music, literature to dance, photography to digital art, and carnival to crafts. Between 2008 and 2011, Arts Council England will invest £1.3 billion of public money from government and a further £0.3 billion from the National Lottery to create these experiences for as many people as possible across the country.
