News Flash! Creating memories through scrapbooking, rubber stamping, or creating paper crafts is happening 35% of U.S. households according to the Craft and Hobby Association (CHA). Scrapbooking is more popular than golf! You heard right – more people across America are are making creative memories by scrapbooking than teeing up! What’s going on? Very simply, scrapbooking has taken on the role of 21st century quilting bee, becoming a multi-billion dollar industry. According to the Craft and Hobby Association (CHA), people creating memories have spent approximately $4 billion in 2009.
Those who have a fondness for making creative memories are no longer limited to just craft and hobby stores. A whole new world has opened up to include web sites, conventions, retreat centers, home parties, and even cruises dedicated to people creating memories by scrapbooking. In addition, scrapbooking magazines and a multitude of how-to books line the shelves, and television shows and infomercials dedicated to promoting and selling products related to the popular hobby of creating memories to occupy amply airway time.
Scrapbooking has become a true art form that has proven itself to be a booming industry — not just a fleeting fad — showing no signs of slowing down. How big is BIG?
In 2005, 29% of U.S. households have tried scrapbooking and 13.5 million people or 12% of households, completed at least one creative memories project. Those homes with children under the age of 6 were 80% above average in their scrapbooking activities. The leading theme for creating memories is recording family history, with vacations, babies and children, gift albums, and family events such as birthdays, holidays, and wedding close behind. Scrapbooking attracts a broad audience with no age limits. How old is the average scrapbooker? The table below offers a snapshot of age groups ranging from 18 to 65+ years old who indulge in creating memories:
— By Emily Fassanella
PMA Marketing Research Analyst
When it comes to “shop ‘til you drop,” scrapbookers have them all beat! Where do scrapbookers like to shop for supplies to make their creative memories? The top location for purchasing scrapbook items such as albums, paper, pens, and borders was craft stores (73%), followed by general merchandise stores such as discount stores (62%). Specialty scrapbook merchants were visited by 28% of scrapbookers in 2005, and 3% bought supplies at specialty photo stores. For many people who enjoy the process of creating memories, money is no object. How much do scrapbookers spend? The average is $49 at general merchandise locations, climbing all the up to $165 through consultants. The table below offers a broader overview of where scrapbookers spend their money.
Where Scrapbook-Related Items Purchased in 2005
Notes: *General merchandise stores includes discount stores, supermarkets, etc.
Scrapbook items include refillable tools, accessories and embellishments, and software.
Base: Households that purchased scrapbook-related items in 2005.
Source: PMA Marketing Research
As you can see, scrapbooking has come a long way over the years. Today, moms, kids, grandparents, and friends spend countless hours creating memories by cutting, framing, labeling, and gingerly detailing scrapbooks to house their precious memories. What better way to spend time in quiet solitude or gathered with a group of family or friends, than developing creative memories?