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Scrapbook Industry Trends
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Results from the 2004 "Scrapbooking in |
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Press
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Scrapbook Industry Trends CONTACT: Simple Scrapbooks’ sister publication,
Creating Keepsakes, has released the results from Phase I of its 2004
“Scrapbooking in Following are some of the key findings from Phase I of
the SIA survey: ·
The 2004 SIA survey estimates annual industry sales at $2.551 billion,
representing a 27.8 percent increase from 2002. ·
There are 4.4 million new scrapbooking
households since 2002, for a total of over 26 million. ·
Spending on scrapbooking supplies by
households that scrapbook has increased 6.3 percent to $96.76 annually since
2002. · Almost one in four, or 24.5 percent of
A market size figure of $1.4 billion
was reported in the 2002 SIA survey. This figure was later updated to
$1.99 billion to represent all U.S. households (104 million), not just
family households with two or more residents (72 million) to better
represent unmarried, divorced and widowed scrapbookers.
Market size is calculated by taking annual household spending on scrapbooking
by scrapbooking households as defined in Phase
I of the SIA survey, then applying that number to U.S. Census household
estimates. Following is demographic information of scrapbookers from the 2002 “Scrapbooking
in America” survey. (**New statistics will be available in late-February
2004.) ·
The SIA survey revealed three core groups of scrapbookers:
the casual (novice); the hobbyist (intermediate); and the dedicated. The
characteristics that most distinctly identify the three groups of scrapbookers are time spent on scrapbooking,
level of expertise, amount of money spent on supplies, sources used to
purchase scrapbooking supplies, computer use and
class/workshop attendance. 1. Casual - Makes up 34 percent of the
scrapbook population. - Introduced to scrapbooking
by a friend or relative and attracted to the hobby because of the numerous
and interesting products and supplies available. - More than half of casual scrapbookers participate in other hobbies, the most
popular being gardening, home decorating, cooking and rubber stamping. - More
than 50 percent are more than 40 years old and work full time, while less
than 45 percent have children living at home. 2. Hobbyist - The majority of the scrapbook population, 41 percent,
are hobbyists. - Motivated to preserve memories for their children and
at least half say they also scrapbook because it offers a creative outlet.
- Nearly 60 percent have a room or space in their home dedicated to
scrapbooking. - Spend between 5 and 20 hours a month scrapbooking. - Between the ages of 30 and 50, are most
likely full-time homemakers and 61 percent of them have children living
at home. 3. Dedicated - Makes up 25 percent of the market, but considered
the core of the industry. - Choose to scrapbook simply because they
enjoy the hobby and consider it a creative outlet. - Consider themselves
scrapbooking addicts. - Spend more than $50
a month on scrapbooking supplies and own $1,584
in supplies. - More than 75 percent have a room or space in their home
dedicated to scrapbooking. - More than 40
percent are between the ages of 30 and 39, nearly 50 percent are employed
full-time, ten percent are involved in a scrapbook-related business
and 67 percent have children living at home. ·
The hobbyist is by far the largest segment, claiming 41 percent of the
market. However, dedicated scrapbookers spend more
than $50 a month on supplies, purchase from all available sources, own $1,584
in supplies and spend more than 10 hours a month scrapbooking.
·
Scrapbooking is the third most popular craft
in the nation, according to the Hobby Industry Association. ·
Americans take nearly 30 billion photos a year, and the primary reason
for taking photos is to preserve memories, according to the Photo Marketing Association. |
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