| According to several recent polls conducted by | | | | home decorating), Needlework (26%), Quilting (20%), |
| industry leaders, scrapbooking is one of the fastest | | | | Knitting/Crocheting (17%) and Jewelry Making (10%). |
| growing craft activities. | | | | According to the Hobby Industry Association, retail |
| The latest demographics show the following trends: | | | | sales for the scrapbooking industry climbed from $400 |
| - 98% of scrapbookers are females between 30 and | | | | million in 1997 to $2.5 billion in 2003. Although the |
| 59 years old. Among the age groups who responded | | | | industry is still growing, it's becoming more difficult for |
| to the surveys, scrapbooking, rubber-stamping and | | | | independent dealers to make a profit, and oftentimes, |
| paper crafting attract the various generations fairly | | | | any profits made by the smaller "mom and pop" |
| equally. | | | | stores must be put back into the business. As the |
| - 85% of the respondents are married, and only about | | | | industry has flourished, competition from large |
| 14% do not have children. | | | | corporations has increased. |
| - 95% have at least "some college" or attended a | | | | One of the biggest competitors in the industry is the |
| trade school. | | | | craft store giant Michael's, operating about 867 stores |
| - 65% of the respondents have college or | | | | in 48 states and Canada. Consumers feel that |
| post-graduate degrees. | | | | Michael's has a great inventory of supplies which are |
| - 53% are working full time (40+ hours per week). | | | | easy to find and fun for the whole family to use. |
| Another 38% work part time (between 20 -39 hours | | | | Successful independent scrapbooking retailers insist |
| per week). About 12% of the respondents are retired. | | | | that it's possible to compete with the giants by being |
| - 85% have incomes over $50,000, and 62% said their | | | | smart and planning for success. They recommend: |
| annual incomes are over $75,000. | | | | - Offer specialized services. |
| - An interesting fact is that the majority of the | | | | - Don't put all your eggs in one basket - offer a variety |
| respondents (96%) reported that they had been | | | | of services and products. |
| scrapbooking for more than a year. Of those, nearly | | | | - Become the best at what you do. |
| one quarter had been scrapbooking for at least three | | | | In addition to a retail store, craft business owners |
| years and nearly one third for at least five years. | | | | should build a strong Web presence. The business |
| - On average, 75% of the respondents reported that | | | | model should include workshops, craft nights and |
| they had spent more than $500 over the past 12 | | | | scrapbooking parties. Look for markets in your area |
| months on scrapbooking supplies, and 42% reported | | | | that have not been tapped, such as specific minority |
| spending more than $1000. | | | | groups or new scrapbookers. |
| Interestingly, 74% of the respondents also are involved | | | | Industry insiders insist that the scrapbooking market is |
| in rubber-stamping, 46% enjoy paper crafts and 27% | | | | still growing and that there is room for anyone who is |
| say they are involved in Painting/decorative painting. All | | | | interested in starting a career. The best advice before |
| three of these crafts can, and are used to enhance | | | | starting any business is to conduct careful research |
| many scrapbooking projects. Other crafts that | | | | and do the necessary preplanning. That way you will |
| scrapbookers are involved with include: Seasonal | | | | know what you are getting into before you start. |
| Crafts (41%), General Crafts (34%), Sewing (fashion | | | | |