There has been an increase in shoppers aged under 35 buying craft, increasing from 17% (1.1 million) in 2006 to 32% buyers (9.1 million) in 2020. Nicky Dewar, learning & skills director at the Crafts Council, says that what we consider as craft has widened in recent years and that has brought in a younger, more diverse audience. The current craft revival started through TV and the internet – with shows like The Repair Shop and The Great Pottery Throwdown finding new audiences for artisan skills, and platforms such as Etsy opening a new marketplace for crafters – but now it’s also about face-to-face sales and experiences.Īnd, if it feels like event posters are everywhere at the moment, that’s because this period is vital for the industry: many crafters generate more than 60% of their annual income in the run-up to Christmas. A 2019 Crafts Council report found that 34% of those who buy craft prefer markets, festivals and pop-ups to galleries or online purchases. Over that weekend in October, GNCCF 2023 attracted over 4,000 visitors.
A growing number of people are, like Watson, discovering the joys of going to or selling at craft fairs and makers’ markets.
