Artists and crafters comprise a one-of-a-kind industry within a vastly larger cultural arts group, making it difficult to uncover key insights and statistics unique to this group of creatives.
We asked over 1,400 creatives (artists, crafters, and tradespeople) to share insights about their businesses, such as their challenges and marketing tactics. Did you know 66% of crafters say bad weather is the trickiest part of in-person sales at events? That’s why many trust crafters insurance to protect their businesses.
These findings allow creatives to be more aware of the hurdles and opportunities within the arts and crafts world — keeping you informed, helping you optimize your operations, and letting you know you’re not alone in the artists’ struggle.
Key Findings
- Money matters: 40% of creatives cite fees and expenses as the biggest factor slowing their growth.
- Inspiration hits close to home: Personal experiences (59.5%), nature (55.9%), and friends and family (42.2%) are the biggest three sources of inspiration for crafters.
- Crafted for cash: Over half (54%) of creatives price their handmade crafts in the sweet spot of $25-$50, striking the perfect balance between affordability and value.
- Event red flags: Little to no promotion (71.3%), low attendance rates (69.5%), and high vendor or exhibitor fees (67.6%) are the top three red flags for creators when vetting events.
What's Challenging Creatives Today?
Top factors that impede a creative business’s success
Fees and expenses
Finding Customers
Economic Challenges
Marketing / Advertising
Inconsistent Cash Flow
Artists and crafters will raise red flags of suspicions if an event has…
Little to no promotion
Low attendance rates
High vendor or exhibitor fees
Incorrect target audience
Additional expenses
Poor reputation
Bad weather or time of year
Poor communication
No social media or website
Hidden fees or charges
The digital sales dilemma
Finding customers
Algorithms
Marketing
Low market exposure
Shipping costs
The trickiest part of in-person sales
Bad weather
Low attendance rate
Bad location / venue
Event isn’t a good fit
Finding the right events
Challenges in the Crafting Industry
Crafting is not all glitter and glue; it comes with its fair share of challenges. Our survey revealed the biggest challenges artists face in business growth, sales, and attending events.
Barriers to Business Growth
We all know pursuing creative endeavors doesn’t come with the promise of a six-figure income, so it’s no surprise that 40% of artists and crafters say fees and expenses are the number one impediment to business growth.
Hot on the heels of financial woes, 38.1% of creators are on a never-ending quest to find customers. It seems that attracting buyers is as elusive as finding a needle in your scrap pile.
33.5% of our artists and crafters attribute economic challenges as a major business barrier. We all know the supply shortages, canceled craft shows, and decreased consumer spending from 2020 continue to impact small businesses.
Craft Fair and Trade Show Red Flags
Many artists and crafters say they enjoy showcasing and selling their work at events. With how much prep work goes into attending events, though, it may be worth the extra effort to do some research on your shows.
71.3% of artists and crafters say little to no event promotion is the biggest red flag for vetting events. Closely following, 69.5% flag low attendance rates as a major concern.
If an event can’t be bothered to invest in good marketing, the likelihood of a good crowd turnout is minimal. What’s the point in paying to show up if no one else does?
High vendor and exhibitor fees signal the alarm for 67.6% of artists — understandably since no one wants to take a big gamble on paying more in fees than their projected profit.
For 62.8% of artists, an event scheduled when bad weather is expected (e.g. hurricane season) is an instant dealbreaker. Even the most dedicated crafters aren’t immune to an occasional rain check!
Obstacles for Selling Your Crafts
The digital landscape is vast, which is why 41.5% of artists struggle to find customers online, and 40% of crafters feel algorithms impact their ability to sell more.
Running your business online offers new opportunities but also new challenges, which is why some creatives prefer in-person events to bring in the cash.
Yet events can be unpredictable — 66.1% of artists and crafters feel bad or unexpected weather is the biggest challenge when selling at events.
While weather is unique to outdoor events, attendance is not. Low attendance rates threaten 54.2% of creatives vending or exhibiting at shows. After all, empty aisles lead to empty registers.
Interestingly, refunds and returns are minor concerns for creatives, while shipping costs, competition, third-party fees, and copycat goods cause crafters more of a headache.
Ready, Set, Craft: Prepping for Success
The most popular marketing tactics amongst artists and crafters
The top 4 ways to protect a creative business
How do artists and crafters connect with their peers?
Artists and crafters are most likely to get their #inspo from…
Preparing Your Craft Business For Success
Preparation isn’t just about stocking up on supplies — it’s about staying one step ahead of the game. Here’s how you can tackle the toughest hurdles that other creatives encounter.
Marketing Your Creative Brand
In an era of digital dominance, it may surprise some to hear how 82.5% of artists and crafters use business cards to promote their brands. These pocket-sized billboards let artists creatively express themselves to potential customers.
While not hot off the press but hot on the tails of business cards, 81.9% of creators use social media to market their businesses. Platforms like Instagram, Facebook, and TikTok are the modern-day marketplaces. A well-timed post or viral video can skyrocket your brand awareness.
Events are a marketing go-to for 72.8% of artists, while 71.5% of crafters rely on word of mouth to promote their businesses (often through trade shows or customer referrals).
Covering Your Creative Business
Having a plan to protect your creative business is as essential as having a steady hand and a creative mind. So what’s the best way to cover your craft?
82.5% of polled arts and crafts policyholders rely on insurance as the primary means to safeguard their business. It can pay for unexpected mishaps, boost confidence, and protect your tools or inventory. Plus, having the right vendor insurance can keep creatives compliant with event requirements and cover risks like unexpected weather.
Besides insurance, 25.5% of creatives use contracts for business protection. Having clear, legally binding documents helps protect crafters from misunderstandings or disputes. Licensing and having an LLC (Limited Liability Corporation) business structure are also crucial for legally covering your creative work and brand identity.
Networking With Other Crafting Professionals
Building connections is essential in the creative community, offering opportunities for collaboration, support, and inspiration. Whether at events or online, connecting with peers can ignite new ideas and keep your creativity flowing.
A significant 75.3% of artists connect while attending events, where face-to-face interactions foster networking and lasting relationships. Clubs, guilds, and associations provide additional opportunities for 21.2% of crafters to grow professionally.
For those who prefer the digital route, 73.9% use social media to connect, share work, and stay updated on industry trends. Facebook groups are especially popular!
Friends and family also play a key role. For many, inspiration begins close to home — 59.5% of artists are motivated by personal experiences. Additionally, 53% of creatives turn to friends and family as personal networks, while 44.2% draw inspiration from them.
Whether through events, social media, or the world around you, the connections you make and the experiences you draw from can fuel your creativity and elevate your craft.
Real Stories from Real Crafters & Designers
“We’re in the process of learning what works for us and what doesn’t. We get about 8 months in a show season, so we’re trying to maximize that time while growing our online business to help carry us in the off-season. It’s nice having friends who have done this before and can help us… but getting [ACT Pro] insurance that could cover it all felt like a no-brainer decision we could both confidently say yes to in a matter of minutes. Those types of decisions feel the best, and it was great [ACT] made that so easy for us to do.”
“Working with the arts and crafts industry offers interior designers the chance to incorporate unique, handcrafted elements into their projects, giving spaces a distinctive, personal feel. When artists and crafters succeed, interior designers benefit too, and these creative partnerships add richness and character to homes. Thanks for sharing these insights!”
—Alex Capozzolo, Co-Founder of San Diego House Guys
Framing a Bigger Picture of the Arts and Crafts Industry
Do creatives market their products as sustainable or eco-friendly?
How do artists and crafters communicate with customers?
What’s the average price of handmade products?
What are the top five Point of Sale (POS) Systems artists and crafters use?
Square
Shopify
PayPal
Stripe
Venmo
Coloring a bit outside the lines of business hurdles and marketing tactics, we uncovered a few noteworthy trends that help paint a broader picture of the creative industry.
70.8%
of artists and crafters do not market their products as sustainable or eco-friendly. This is especially interesting considering younger consumers are 27% more likely to purchase environmentally friendly products compared to older customers, reflecting a broader trend. Artists have a great opportunity to align their marketing with this rising eco-conscious audience.
79.3%
of artists and crafters use social media platforms to engage with their audience while favoring sites like Instagram (18.6%) and Facebook Marketplace (13.3%) for making sales. Email isn’t far behind, with 72.2% of respondents relying on this tried-and-true method for more direct and personalized communication.
54%
of artists and crafters charge an average of $25 to $50 for their work. This price range suggests a balance between affordability and the value of handmade by appealing to the pockets of a broad audience without undercutting the value of their craft.
79.3%
of artists and crafters use Square as their preferred event payment system. It’s often praised for its user-friendly interface, reliability, and convenience. This highlights the importance of having efficient and trustworthy payment solutions to maintain smooth sales experiences at shows and events.
The Finishing Touches
Navigating the vibrant arts and crafts world is like painting a masterpiece — full of challenges, but ultimately rewarding. By understanding common trends and challenges other creatives face, you can better position yourself for success.
Keep these tips in mind, stay connected with your peers, and don’t forget to protect your business with the right insurance.
Here’s to a prosperous creative season!
Methodology
The survey was conducted between June 25 and July 15, 2024, using email invitations and an online Google Forms survey. The survey targeted United States-based creatives who identified as artists (57% of responses), crafters (35.7% of responses), or tradespersons (2.2% of responses), and it received a total of 1,437 responses.
Success stories were recorded during interviews in May 2022 as part of a research study on our brand and policyholders.
