FEBRUARY 19, 2009

Craft Time

Is anyone else tired of hearing how bad the economy is getting?  I’m fairly certain that just about everyone -whether they want to or not - is beginning to feel the effects of living within their means.  So I, for one, have decided that if I can no longer buy it, I’ll make it myself!  I’ve always loved craft projects, whether it is paper crafts, jewelry making, knitting, or most recently, sewing.

This past Christmas, I received a sewing machine, along with an enrollment to a beginners sewing class (yes, that’s right, beginners – so don’t ask me to hem anything!).  I was certain that the class would only be me and a handful of little old ladies, but I was wrong.  My class consisted of over 20 women ranging in age from young to old.

Recently, while spending time with some friends, I learned that many of them are closely examining their finances and cutting back on entertainment. A few have taken up knitting to entertain themselves while money is tight.  And companies and organizations within the industry, such as the Jo-Ann fabric and craft chain, Craft Magazine, the American Sewing Guild, are taking notice of the trend.  In a recent interview with NPR, Stuart Aitken, chief marketing officer for Michael’s Stores, suggested why consumers are showing renewed interest:

During down economies, customers tend to go back to basics. Arts and crafts are the most basic form. People are truly looking for value like they’ve never looked before. It’s a great time for retailers to understand that and look specifically at what customers want from them to deliver value.

The New York Post reported that the Sewing & Craft Alliance “boasts that there are 35 million home sewers in America, up from 30 million in 2000.”  Krissy recently blogged about companies that are doing it right during the sloping economy, and her list included businesses that sell small luxuries and inexpensively priced goods.

This is a great time for companies to introduce customers to a lifelong hobby that will entertain them and accommodate their budgets.  But do you think this trend will last, or will consumers abandon simplicity and a “back to basics” attitude once the economy begins to pick up again?