North America Art and Craft Market Outlook, 2029

The art and craft sector in North America includes a wide range of materials, tools, and services for both enthusiasts and professionals. The market has risen dramatically over time, owing to an increased interest in do-it-yourself (DIY) projects, handcrafted goods, and creative expressions. It encompasses both classic arts and crafts, such as painting and knitting, as well as contemporary trends like scrapbooking, digital art, and 3D printing. By the end of the twentieth century and into the twenty-first, arts and crafts had become even more mainstream, thanks to the rise of online tutorials, crafting shows, and social media platforms such as Pinterest and Instagram, which increased the popularity of DIY projects.

According to studies, the worldwide arts and crafts business experienced a 20% surge in demand during the epidemic, with North America playing a significant role. However, the epidemic affected the supply chain. Many vendors, especially those who rely on international imports, experienced delays and shortages. Lockdowns hampered the manufacturing and shipment of raw materials and final products. Furthermore, online platforms have considerably aided innovation in the fields of digital art and craft. Artists may now make digital artwork more easily using tools like Procreate, Adobe Illustrator, and other design applications.

According to the research report "North America Art & Craft Market Overview, 2029,", the art and craft sector in North America was valued at more than USD 15.23 billion in 2023. Several main businesses dominate the North American art and craft market, which includes large retail chains, specialist suppliers, and e-commerce platforms. Michaels Stores, Inc., Joann Fabrics, and Hobby Lobby are among the main businesses that offer a diverse selection of creative materials and tools. Collaborations between brands and influencers have emerged as a strategic approach for businesses seeking to reach new audiences.

Michaels, for example, has collaborated with well-known crafters and influencers on social media to promote new product lines and DIY projects. Similarly, Etsy has worked with major businesses such as Macy's to develop curated collections that combine handmade and commercial products. Much of the fabric, paper, yarn, and even paints used in crafting come from international vendors, primarily in China, India, and Southeast Asia. These materials are subsequently supplied around the continent via huge merchants and e-commerce platforms.

Platforms such as Etsy have enabled North American artisans to sell their items abroad, resulting in a booming export market for crafts such as handmade jewellery, ceramics, and textiles. The United States, in particular, has experienced an increase in international demand for its high-quality art supplies and digital creating tools. Major providers include Sargent Art, Faber-Castell, and Crayola, which offer a diverse selection of art equipment such as paints, pencils, and markers.

Market Drivers

Growing Popularity of DIY Culture: The "Do-It-Yourself" (DIY) culture, particularly among millennials and Generation Z, has increased demand for art and craft equipment. According to Grand View Research, the DIY trend is growing as people seek out unique and personalised goods for home decor, presents, and fashion accessories. DIY videos, tutorials, and crafting groups on platforms pique people's interest, encouraging them to try making as a hobby or side business.

Educational Applications: Crafting activities are commonly used in educational systems to encourage creativity, fine motor skills, and problem-solving ability. Many schools, parents, and instructors incorporate arts and crafts into their curriculum and homeschooling, a tendency that grew during the COVID-19 lockdowns. According to Technavio, demand for craft supplies in education is a big motivator, particularly among younger age groups.

Market Challenges

Seasonality of Demand: The demand for art and craft supplies is seasonal, spiking during holidays, back-to-school seasons, and festive occasions. Outside of these times, sales may fall, posing a difficulty for businesses to maintain a steady revenue stream. According to the Craft Industry Alliance, craft merchants face a perpetual challenge in controlling inventories and keeping customers interested throughout the year.

Counterfeit and low-quality products: The rise of counterfeit or low-quality craft supplies from untrustworthy sellers, particularly on internet marketplaces, undermines customer trust. Poor-quality materials can have a detrimental impact on the crafting experience and lead to regular customers leaving established companies. According to MarketWatch, the business is facing increasing challenges in protecting against counterfeit items and maintaining quality standards.

Market Trends

Rise of Digital and Tech-Enabled Crafting: Digital crafting tools are quickly altering the art and craft industry. Cricut and Silhouette machines, which use software to cut elaborate images from paper, vinyl, and fabric, are extremely popular. Similarly, 3D printing technology is being merged with craft, allowing people to design and manufacture products from home. The Craft Industry Alliance claims that these technologies make crafting more accessible and customisable, broadening the market's appeal.

Collaborative and Community-Based Crafting: The popularity of community-based crafting events, both online and in person, is encouraging more individuals to participate in arts and crafts. Virtual craft workshops, livestreams, and crafting challenges have become popular since the pandemic, as people seek ways to connect with others while engaging in creative pursuits. Forbes discusses the rise of crafting communities, where shared experiences and peer learning are increasing consumer loyalty and product demand.

Painting and drawing supplies have emerged as the most popular product category in the North American art and craft sector, owing to increased interest in both amateur and professional arts.

The popularity of adult colouring books, DIY home décor, and the therapeutic advantages of painting has increased demand for these items. The painting and sketching category is quickly expanding, fuelled by rising consumer spending on creative pursuits for relaxation and personal fulfilment. Furthermore, art and craft equipment - which include key instruments such as cutting tools, adhesives, and frame tools - are in high demand since they are important to a wide range of craft projects for people of all ages and abilities. Painting and sketching, on the other hand, continue to be the most adaptable, spanning a variety of crafting skills. Several domestic enterprises dominate the North American art and craft sector.

Crayola, recognised for its vast assortment of crayons, markers, and other drawing equipment, is a dominating player, especially in the kids' and educational segment. Michaels, North America's leading art and craft speciality retailer, offers an extensive assortment of painting and sketching supplies, as well as other creative items. Dick Blick Art Materials (often known as Blick) is another significant player, providing professional-grade painting and drawing supplies to artists and art educators. These companies have established a considerable market presence through various product offerings, strong distribution networks, and sophisticated online platforms, propelling the painting and drawing industry in North America.

Personal use is the largest application sector in the North American art and craft market, with a larger market share and growth rate than commercial usage.

The advent of DIY culture, fuelled by social media platforms such as Pinterest and Instagram, has encouraged consumers to seek out creative avenues for personal projects, home décor, and gifting. Crafting as a pastime has also grown in popularity among a wide range of demographics, from children and young adults to the elderly, who use it for leisure, self-expression, and mental health. Furthermore, the availability of online tutorials, crafting kits, and digital tools has made it easier for people to start new projects from home. Painting, drawing, knitting, and papercraft are among the most popular personal use crafts.

While commercial use, such as art studios and professional crafting enterprises, is important to the market, the rise of personal creating has made it the dominant force. Several top domestic enterprises are meeting this expanding need. Michaels, North America's largest arts and crafts store business, sells a wide range of personal-use products, including DIY kits and fine art supplies.

Joann Fabric and Craft Stores is another important participant, offering a wide range of crafting materials and tools geared at hobbyists and home crafters. Etsy, while largely an e-commerce platform, has become a popular location for personal crafters looking to buy supplies and sell their handcrafted creations. These enterprises have played an important role in addressing the growing demand for personal-use craft products, hence ensuring the segment's market leadership.

The United States dominates the North American art and craft market, due to the market size, consumption, and industry presence.

To begin, the United States has a huge and diverse consumer base, with an increasing interest in DIY projects, home decor, and artistic hobbies. The emergence of DIY culture in the United States, spurred by platforms like as Pinterest, YouTube, and Instagram, has increased the popularity of arts and crafts, particularly among millennials and Gen Z consumers.

The movement has also been aided by a renewed emphasis on mental health, with art and craft hobbies frequently serving as a therapeutic outlet for stress alleviation and relaxation. Second, the advent of huge retail chains and e-commerce platforms in the United States, such as Michaels, Joann's, Walmart, and Amazon, has made art and craft products widely available to consumers nationwide.

These stores offer a wide range of things, from painting and drawing supplies to craft kits, catering to both enthusiasts and experts. Furthermore, the excellent e-commerce infrastructure in the United States enables consumers to conveniently purchase craft supplies online, accelerating market growth. The United States also has numerous large art supply manufacturers and distributors, like Crayola and Blick Art Materials, which contribute to the country's market supremacy. Furthermore, the United States government and educational institutions have traditionally put a high value on arts education, which has fuelled demand for art and craft equipment in schools and among younger generations.

• In 2023, STEM-focused arts and crafts kits gained popularity among parents and educators due to their ability to enhance learning through hands-on creative activities.
• In 2022, Subscription box services, like as monthly art and craft kits, gained popularity during the epidemic.

Considered in this report

• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report

• Art & craft products market Outlook with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type

• Painting and Drawing
• Paper Crafts
• Kids Crafts
• Arts and Crafts Tools
• Others

By Application

• Personal Use
• Commercial Use

The approach of the report:

This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases.

After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Art & craft products industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.