For Immediate Release
For Further Information Contact:
Krista Bard or Susan Shain
Bard Strategies
(215) 735-7110
Philadelphia Museum of Art Craft Show
Conducts Nationwide Craft Industry Survey
November 3, 2009
PHILADELPHIA, PA — The Philadelphia Museum of Art Craft Show has conducted an independent nationwide poll of the crafts industry by contacting over 1200 craft artists, and is pleased to share complete survey results.
download Complete Survey Results.
Philadelphia Museum of Art Craft Show Manager Nancy O'Meara said "We wanted to do our part to gather and share information regarding the current economic status of the craft community. With our history of 33 years of craft shows, we have an extensive database that puts us in a unique position and enables us to offer industry-wide benchmarks and proven best practices."
Survey data shows that the international economic down turn has impacted the craft industry, with 69% of survey respondents experiencing a sales decline from last year, but less than half declined more than 25%, revenues for 16% actually stayed about the same, and surprisingly, 15% reported an increase in sales.
Craft artists are all using a mix of multiple selling channels. The number one source of sales is through craft shows, followed by sales to retail stores/galleries, their own e-commerce sites, someone else's website, their own store/gallery, store trunk shows, home trunk shows, major retailers, pop-up stores, commissions and interior decorators.
The internet is becoming more important to craft artists. Of all artist respondents, 92% have their own website, 65% their own ecommerce site, and 42% are selling through other websites. Artists anticipate that e-commerce will report the largest increase in future sales. In the group of craft artists that reported an increase in overall sales, the primary increases in sales were seen via the internet, wholesale to retailers/galleries and craft show sales.
Personal contact is still seen as the most important marketing vehicle. In ranking marketing efforts, the overwhelmingly highest importance was given to consumer shows, then trade shows then the internet. Other vehicles in descending order of importance are: direct mail, e-newsletters, printed brochures, and advertising in craft publications. The top publications cited were American Craft, American Style, Ornament, Niche and Dwell. Only 7% of any respondents use outside marketing or public relations services.
Consumer buying habits are polarizing. The most notable change in buying habits is a dumbbell effect regarding price points, with 47% respondents citing more purchases occurring at lower price points, and 47% respondents citing more purchases at higher price points.
Craft artists, like all small businesses, are cutting back on expenses. When asked to pass along best ideas on where to save, the most frequently cited cutbacks were: attending shows more selectively, minimizing travel costs (sharing rooms, dining out less), reducing inventory and using materials on-hand, switching to lower-cost materials, cutting advertising, lowering employee hours, and combining residence and studio spaces.
Craft artists are optimistic about next year's sales. Overall, craft artists anticipate more of an increase than decrease in all sales channels except for major retailers. Of respondents with their own e-commerce websites, 57% expect an increase in sales, 38% expect the status quo to hold, and only 5% expect a decrease. Of respondents selling on other websites, 52% expect an increase, 38% expect status quo, and 10% feel there might be a decline. Of those participating in consumer craft shows 47% expect an increase in sales, 38% expect status quo and 14% anticipate a decrease. Another area with high expectations is trunk shows at home with 49% of respondents expecting an increase, 38% status quo and 13% a possible decrease.
"These results are encouraging," commented 2009 Philadelphia Museum of Art Craft Show Chair Amy Fox. "It is reassuring to know that crafts have stability and staying power. The creative spirit is indomitable!"
At this year's Philadelphia Museum of Art Craft Show, 195 craft artists from all across the U.S. are exhibiting and selling their work, selected by a jury from over 1300 applicants. In addition, a group of 26 guest artists from Korea will also be featured. The Craft Show will be held from Thursday, November 12 through Sunday, November 15 at the Pennsylvania Convention Center, with a VIP Preview and reception on Wednesday evening, November 11. For tickets and information please see www.pmacraftshow.org or call (215) 684-7930.
Media note: The Philadelphia Museum of Art Craft Show survey 2009 was conducted by the independent market research firm Rink Consulting of Philadelphia, www.lindarink.com. Responses are confidential, but select respondents have said they would be willing to be interviewed by members of the press. Please contact Krista Bard for contact information (215) 735-7110, kbard@kristabard.com.
For more information on the Philadelphia Museum of Art Craft Show please call 215-684-7930, or email .
Founded in 1883, the Women's Committee of the Philadelphia Museum of Art is one of, if not the oldest organization of women in support of a cultural institution in the country. Over the years, the Women's Committee has raised millions of dollars, and their efforts have influenced every gallery and program in the Museum. Funds are raised through the annual Philadelphia Museum of Art Craft Show now going into its 33rd year (in conjunction with The Philadelphia Museum of Art Craft Show Committee); Small Indulgences, a boutique show held annually; and gala openings of various exhibitions at the Philadelphia Museum of Art.
