Commissioned by Crafts Council UK and partners 

The first report to identify and gauge appetite for British craft for over a decade reveals our passion for craft has never been greater – 73% of UK adults had bought craft in 2019 – snapping up almost 25 million handcrafted objects.  In a significant shift, almost a third (32%) of today’s buyers are aged under 35 – making this demographic the biggest buyer of craft today. 

The report was implemented by the Crafts Council and eight leading national partners* (among 5,000 UK residents, 1,500 US citizens and 1,700 professional makers and implemented prior to the COVID-19 pandemic.  It has subsequently been layered with a further Crafts Council survey carried out among 573 UK-based makers post lockdown. 

You can read the Market for Craft executive summary here and the full report here

Key findings from the Market for Craft Report include: 

  • The under 35-year-old craft buying market has grown by 32% since 2006
  • 10.3m of us are buying craft online – a figure that has more than tripled over the last decade.  However, the majority of people still prefer to buy in-person
  • Online platforms have fuelled much of this growth: in December 2018, Etsy reported that there were 220,000 active sellers in the UK with a further 9,000 makers on Folksy 
  • Jewellery is the most popular craft discipline to purchase by volume, but glass and metal have seen the most sizeable growth since 20066
  • 85% of Americans surveyed would buy a piece of craft compared with 88% here in the UK. 28% have bought from a UK maker and 59% would consider doing so – pointing to considerable potential for growth. There are 10.5m untapped, potential consumers living in New York and LA.

*Market for Craft Report partners are Arts Council of WalesContemporary Visual Arts NetworkCraft Northern IrelandCraft Scotland, Crafts Council UK, Creative ScotlandCreative UnitedThe Goldsmiths’ CompanyGreat Northern Events/Great Northern Contemporary Craft Fair

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