Market Research 2008
Craft Industry Research
(NEC Visitor Survey)
Presented by DJS Research Ltd
May 2008
1. Background & Research Methodology
Background To The Research
- During February 2008 the ICHF Ltd had their Craft Hobby & Stitch International Trade Show at the NEC Birmingham
- During the show, ICHF wanted to profile visitors, so as to get a feel for the overall UK craft industry profile
- To help with this, DJS Research Ltd an independent market research consultancy, was commissioned to undertake a quantitative face-to-face survey with visitors from the show.
- The following are the main findings and conclusions generated by the study.
Methodology & Sample
- 406 face to face interviews were conducted with visitors at the show
- Interviews were conducted over three days at the show (17th February 2008 to 19th February 2008)
- Visitors were randomly approached by trained market research interviewers
- Interviews lasted on average 15 minutes
- As a thank you for taking part, respondents were offered a copy of the research findings
2. Profile of Companies
Majority Were Independent Retailers
Q) Which of the following best describe your company activity?
Base: All respondents (406)
Majority Had One Store Or Did Not Have Any
Q) How many stores do you have?
Base: All respondents (406)
A Mix Of New And Established Companies
Q) How long has your company been trading?
Base: All respondents (406)
Half Have Up To 100 Customers Visiting Each Week. The Other Half Have 100+ Customers Visiting
Q) Approximately how many customers visit your store(s) each week?
Base: All respondents who were able to give an answer (284)
Towards The End Of The Year Is The Busiest Period
Q) Thinking about sales in craft related products you achieved throughout 2007, can you tell me your two busiest months?
Base: All respondents (406)
3. Financial Profiling Information
Average turnover is £246,000
This is based on 'banded' turnover i.e. not exact figures - therefore it is a rough estimate based on the information provided
Base: All respondents who were able to give an answer (273)
For Most, Turnover Increased Or Stayed The Same Compared With The Previous Year
Base: All respondents (406)
Increase In Turnover
- For those who had an increase in turnover (42% of the whole sample) for the last financial year we asked them how much in percentage terms it had increased by
- The following chart shows the results of this based on those who had an increase in turnover and were able to provide an answer…
Three Quarters Have Increased Turnover By Up To 30%
Q) Can you tell me in percentage terms how much your turnover has increased by?
Base: All respondents who were able to give an answer (129)
Trading Over The Internet
- 44% trade over the internet (Manufacturers most likely to trade over the internet [61%]. Independent retailers least likely [33%])
- For these, we asked them what percentage of their turnover comes through the internet
- The following chart shows the result of this
For A Third Up To 10% Of Turnover Comes Via The Internet. For 17% Nearly All/All Turnover Comes Via The Internet
Q) What percentage of your turnover comes through the internet?
Base: All respondents who trade over the internet (179)
Three Quarters Say That The Craft Side Of Their Business Will Grow
Q) During 2008 do you anticipate that the craft side of your business will…?
Base: All respondents (406)
4. Sales of Creative Products
Card Making And Needlecraft Are Key Creative Products
Q) Which are your three biggest selling creative products?
*Main others include beading, ceramics, jewellery, stamps, framing, craft kits and dolls houses
Base: All respondents (406)
On Average, Papercraft Makes Up 34% of Sales. The Remainder Of Sales Are Fairly Evenly Spread Across Other Creative Products
Q) What percentage of your sales are…?
*Main others include stamps, framing and craft kits
Base: All respondents who were able to give an answer (399)
Card Making Is Driving Increases in Sales For A Third. For Others, Increases Are Spread Across The Creative Products
Q) Which one category has given you the biggest increase in sales over the last year?
*Main others include beading and ceramics
Base: All respondents who were able to give an answer (299)
5. Craft, Hobby & Stitch Trade Shows
Visitors Mainly Use The Show For Keeping Up To Date, Sourcing Suppliers, Placing Orders And Networking
Q) What are your main reasons for visiting the show?
Base: All respondents (406)
Most Attend The Show Each Year. A Quarter Were New To The Show
Q) How frequently do you attend this trade show?
Base: All respondents (406)
February Is The Most Suitable Month For The Show
Q) Which month do you think is best for the Craft, Hobby & Stitch Trade Show?
Base: All respondents (406)
