Fiskars

Part
01
of four
Part
01

Gardeners: Demographic Profile

Historically, individuals who engaged in gardening were typically older and wealthy. With a renewed focus on health and wellness, the demographics of gardeners today has changed significantly.

Age

Gender

Location

  • Certain areas in the country are more popular for home gardening.
  • Florida and Arizona are ideal states for gardening because of the warm climate that lasts throughout the year. Floridians are able to grow most crops, including citrus fruits, throughout the year. In Arizona, it also possible to grow cucumbers, corn, carrots, and lettuce all year long.
  • North Carolina is a "haven for gardening," because of its "lush landscape" and historically plentiful harvests. Gardeners in North Carolina particularly enjoy growing collard greens and sweet potatoes.
  • During late spring and summer, Vermont has been described as a "gardener’s paradise." Many Vermonters enjoy gardening in the expansive countryside after being sequestered inside during bitterly cold winter months.
  • California is a popular state for growing fruits such as apples, oranges, and grapes. Californians enjoy gardening in California's abundant landscape.
  • Alaska offers the benefit of sunshine as long as 12 hours during certain times of the year. Leeks, celery, and sweet peas grow successfully and to immense sizes due to the persistent sun. Alaska currently holds the world record for the largest cabbage, which weighed over 125 pounds.

Household Status and Income

Research Strategy

In order to conduct this research, we analyzed gardening industry publications and reviewed relevant surveys and data measurement reports. We determined that the 2018 National Gardening Survey (cited in this brief) contains extensive demographic information about home gardeners, but it is not accessible for free. Several blogs and gardening magazines cited a sampling of statistics from this report, and we have included this data in the brief.




Part
02
of four
Part
02

Gardeners: Psychographic Profile

Research found that gardeners value calmness, quietness, unique products, outdoor activities, and community involvement. In addition, they are more likely to purchase gardening supplies directly to their home rather than at a physical store.

GARDENING DEMOGRAPHICS

  • Home gardeners consist of different types of older people, who are generally middle to upper-middle class. Some own multi-acre lawns; some have flower beds, and others have simple balconies they use for plant growing.
  • The types of gardening they engage in vary widely based on their income and even more so on their age, with the Mailorder Gardening Association (MGA) reporting that the average age of their customers is around 50-years-old.
  • With the baby boomer generation aging and accumulating wealth, the demand for at-home gardening products and services has increased and is predicted to continue to increase.

SPENDING HABITS

  • 80% of American households spend engage in at least one type of lawn-care or gardening activity, with each spending approximately $488 annually on garden care.
  • Gardeners are receiving an increasing amount of gardening supplies via direct mail, which accounts for 60% of all at-home gardening sales for females and 40% for males.
  • Direct-mail gardening sales are popular among gardeners because the wide-variety in seeds, fertilizers, bulbs, tools, and other gardening supplies that gardeners desire are too large to be stored in one physical location.
  • 59% percent of gardeners shopping online cited "unique merchandise not available elsewhere" as their reason for consuming these products through direct-mail retailers.
  • The amount of gardeners buying gardening accessories, decorations, and gardening aids has increased in the past few years.

Perennial and Annual Gardners

  • Gardners are loosely divided into two types of buyers: perennial gardeners and annual gardeners. Perennial gardeners are typically focused on flower and other types of aesthetic gardens. Annual gardeners are more focused on crop gardens that produce food such as corn, squash, bell peppers, cucumbers, and other vegetables.
  • Perennial gardeners spend and consume on a seasonal-basis. In preparation for spring, they buy more gardening merchandise than any other time of year, making it a seasonal market where timing is essential to retailers. This period is what some call "psychological spring" and lasts from the end of the Christmas holidays until early spring. Gardening subscriptions and gardening focused-magazines see increased interest during this time.
  • Annual or seed buyers are less-seasonally oriented. With different types of vegetable-yielding plants requiring varying planting-times and year around maintenance depending on the crop, they consume gardening products nearly year around.
  • Gardeners tend to be cost-conscious when buying products, and often have a focus on seeking out American-made products.
  • Those who garden are often the least interested in new, cutting edge products, and will be of the last groups to buy such products.
  • Financially, gardeners tend to prefer investing in real estate over stocks or equity funds.

VALUES

  • Gardeners value uniqueness over availability. They take personal pride and interest in their lawns, flowerbeds, and gardens. If they can buy it at Lowe's or Home Depot, they probably don't care in having it.
  • Many gardners are generally more environmentally-focused than the general population. The Mailorder Gardening Association (MGA) found that products marketed as environmentally self-conscious fared well with gardeners.
  • Gardeners prefer home-cooked meals over to eating out or consuming reprocessed food. They take great pride in cooking and may have exclusive family recipes.
  • Many gardeners look at gardening as a way to relax. They value quietness and calmness as well as the ability to transform something plain into something colorful and pleasant to the eye.
  • Involvement in local organizations are also relatively common among gardeners. They more likely to participate in fraternal organizations, social clubs, and veteran's clubs.
  • Being older than the general population, gardeners are conscientious of what they put in their bodies and pay attention to their health, diet, and nutrition.

HOBBIES

  • People who garden are usually home-owners. As such, they're also more likely to spend their time doing DIY home-improvement projects.
  • Gardeners also are more likely to place importance on fitness than other segments of the population. Specifically, their fitness activities most commonly consist of biking, hiking, or running. Exercising on home equipment of participation in local amateur sports groups are also commonly seen.
  • Outdoor activities are common among those that garden. Some of the most popular activities they engage in are fishing, camping, or boating.
Part
03
of four
Part
03

Crafters: Demographic Profile

Crafters in the United States are mainly suburban dwellers (50.7%), with 60% female and 40% male. 35% of these crafters are aged 18-34 years, while 37% and 28% are between the age of 35-54 years and 55 years and above, respectively.

Age

  • 35% of the crafters in the United States are between the age of 18-34 years.
  • Crafters between age of 35-54 years account for 37% of the total crafters in the United States.
  • 28% of the crafters in the United States are aged 55 years and above.

Sex

  • 60% of the crafters in the United States are female.
  • Male accounts for 40% of crafters in the United States.

Location

  • About 27.3% of crafters in the United States are urban dwellers.
  • Approximately 50.7% of crafters in the United States lives in suburban areas.
  • Rural crafters account for about 22% of the total crafters in the United States.

Employment

  • Approximately 39.64% of the crafters in the Unites States are full time employees (FTE).
  • Part time employees (PTE) account for about 15.18% of crafters in the United States.
  • About 16% of the crafters in the United States are homemakers.
  • Retirees account for about 13.09% of the crafters in the United States.
  • Approximately 6.82% of the crafters in the United States are full time students.
  • Job seekers account about 6.18% of the crafters in the United States.

Income

  • Crafters with less than $25,000 income account for about 16% of the total crafters in the United States.
  • Approximately 29% of the crafters' income is between $25,000 to $50,000.
  • About 24.6% of the crafters' income is between $50,000 to $750,000.
  • Those with income level between $75,000 to $100,000 account for about 14.5%.
  • Crafters with over $100,000 income account for approximately 13.6% of the total crafters in the United States.

Education

  • Advanced degree holders account for about 10.36% of the crafters in the United States.
  • About 38.37% of the crafters in the United States have some college degree.
  • College degree holders account for about 29.18% of the crafters in the United State.
  • Approximately 19.46% of crafters are high school graduates.
  • About two percent of the crafters are high school graduates.

Ethnicity

  • About 22.5% of the crafters in the United States are Hispanic, while 77.5% are not Hispanic.

Race

  • About 83% of crafters in the United States are Caucasian/White.
  • The African American/Black account for approximately 11% of crafters in the United States.
  • Approximately two percent of the crafters are American Indian/Alaska native.
  • About 2.9% of the crafters are Native Hawaiian/Pacific Islander.
  • Other race account for about four percent of the crafters in the United States.

Household Size

  • The average size of crafters' household in the United States is approximately 3.05% while the average number of adults is about 2.1%.

Research Strategy

The research team provided the information regarding the demographic profile of typical crafters in the United States using the most recent survey reports published in 2017, by the Association For Creative Industries (AFCI) in collaboration with Maritz CX. The report provided demographic analysis on each of the various segments that make up the United States craft industry. We leveraged this information in providing a proxy for the general industry as outlined below:

Calculation

The formula for average (total sum / number of items summed up) was adopted in calculating the average percent of crafters in each of the demographic segments/units in the United States.

Location

Urban = 28 + 28 + 29 + 26 +26 +26 +28 +29 +27 + 27 +26 / 11 = 300 / 11 = 27.3%
Suburban = 51 + 51 + 50 + 51 + 52 + 50 + 51 + 50 + 51 + 51 + 50 / 11 = 558 / 11 = 50.7%
Rural = 21 + 21 + 21 + 23 + 22 + 24 + 21 + 21 + 22 + 22 + 24 / 11 = 242 / 11 = 22%

Employment

Student (full time) = 7 + 8 + 8 + 6 + 6 + 6 + 7 + 7 + 6 + 7 + 7 / 11 = 75 / 11 = 6.82%
Part Time Employee (PTE) = 15 + 15 + 16 + 15 + 14 + 14 + 16 + 17 + 16 + 15 + 14 / 11 = 167 / 11 = 15.18%
Full Time Employee (FTE) = 42 + 41 + 41 + 38 + 42 + 37 + 39 + 38 + 37 + 45 + 36 / 11 = 436 / 11 = 39.64%
Job seeker = 6 + 7 + 7 + 6 + 6 + 6 + 6 + 6 + 6 + 6 + 6 / 11 = 68 / 11 = 6.18%
Homemaker = 16 + 16 + 14 + 18 + 19 + 17 + 15 + 15 + 16 + 15 + 15 / 11 = 176 / 11 = 16%
Retired = 11 + 11 + 11 + 14 + 10 + 17 + 13 + 14 + 16 + 11 + 16 / 11 = 144 / 11 = 13.09%

Education

Less than high school grad = 2 + 2 + 2 + 2 + 2 + 2 + 2 + 2 + 2 + 2 + 1 / 11 = 21 / 11 = 2%
High school graduates = 19 + 21 + 19 + 19 + 20 + 20 + 19 + 20 + 19 + 18 + 20 / 11 = 214/11 = 19.46%
Some college = 38 + 37 + 37 + 40 + 38 + 39 + 39 + 37 + 39 + 38 + 40 / 11 = 422/11 = 38.37%
College degree = 30 + 29 + 30 + 29 + 28 + 29 + 29 + 30 + 29 + 31 + 27 / 11 = 321 / 11 = 29.18%
Advanced degree = 10 + 10 + 10 + 10 + 12 + 9 + 10 + 10 + 10 + 11 + 12 / 11 = 114 / 11 = 10.36%

Income

Less than $25,000 = 15 + 16 + 16 + 16 + 14 + 17+ 17 + 15 + 16 + 14 + 19 / 11 = 175 / 11 = 16%
Between $25,000 — $50,000 = 29 + 29 + 29 + 29 + 28 + 30 + 30 + 29 + 30 + 28 + 28 / 11 = 319 / 11 = 29%
Between $50,000 — $75,000 = 25 + 25 + 24 + 25 + 25 + 24 + 24 + 25 + 24 + 25 + 24 / 11 = 270 / 11 = 24.6%
Between $75,000 — $100,000 = 15 + 14 + 14 + 14 + 15 + 14 + 14 + 14 + 15 + 16 + 14 / 11 = 159 / 11 = 14.5%
Over $100,000 = 15 + 13 + 14 + 13 + 15 + 12 + 13 + 14 + 13 + 15 + 12 / 11 = 149 / 11= 13.6%

Ethnicity

Hispanic = 24 + 23 + 24 + 21 + 22 + 22 + 24 + 23 + 23 + 22 + 19 / 11 = 247 / 11 = 22.5
Not Hispanic = 76 + 77 + 76 + 79 + 78 + 78 + 76 + 77 + 77 + 78 + 81 / 11 = 853 / 11 = 77.5

Race

Caucasian/White = 83 + 82 + 82 + 84 + 83 + 83 + 82 + 83 + 84 + 84 + 84 / 11 = 914 / 11 = 83%
African American/Black = 11 + 12 + 13 + 11 + 12 + 11 + 12 + 10 + 10 + 11 + 10 / 11 = 123 / 11 = 11%
American Indian/Alaska Native = 2 + 2 + 3 + 2 + 2 + 2 + 3 + 2 + 3 + 2 + 2 / 11 = 2%
Asian/Asian American = 3 + 3 + 3 + 3 + 3 + 3 + 3 + 3 + 3 + 2 + 3 / 11 = 32 / 11 = 2.9%
Native Hawaiian/Pacific Islander = 1 + 1 + 1 + 0 + 1 + 1 + 1 + 0 + 1 + 1 + 1 / 11 = 9 / 11 = 0.8%
Other = 4 + 4 + 5 + 4 + 4 + 4 + 5 + 4 + 4 + 4 + 4 / 11 = 46 / 11 = 4%

Household Size

Mean number of adults = 2.1 + 2.2 + 2.1 + 2.1 + 2.1 + 2.1 + 2.1 + 2.1 + 2.1 + 2.1 + 2.1 / 11 = 23.2 / 11 = 2.1%
Mean total household size = 3.1 + 3.1 + 3.1 + 3.0 + 3.3 + 2.9 + 3.0 + 3.0 + 3.0 + 3.1 + 2.9 / 11 = 33.5 / 11 = 3.05%

Note, information on home ownership by crafters in the United States could not be located or triangulate after an extensive search multiple, credible sources like the Association For Creative Industries (AFCI), Craft Industry Alliance, Forbes, Quartz and Business Insider, not in a paid report or publication.
Part
04
of four
Part
04

Crafters: Psychographic Profile

Crafters in the US have been found to have varying buying and spending habits, hobbies and interests, as well as values that motivate their crafting activities.

Buying and Spending Habits

  • Crafters research online before making a decision to purchase supplies and tools.
  • Most millennial crafters prefer to shop online for supplies. This is because their local craft stores don’t typically sell the trendier supplies that suit their preference.
  • Millennial crafters also opt to buy supplies online if and when they can't find what they're looking for in physical stores, trendy or not.
  • 72% of paper crafters prefer to purchase supplies in physical stores, only 6% purchase outside physical ones, while 22% of paper crafters buy both in and outside physical stores.
  • 92% of crafters surveyed expressed willingness "to pay more for a product that could save them money on utilities." This is because they value products that are energy efficient.
  • 65% of crafters expressed willingness to pay more for sustainably sourced building material.

Hobbies and Interests

Values

RESEARCH STRATEGY

To enable the creation of a psychographic profile of the typical crafter in the US, we read through business magazines, advertising agency platforms and market and consumer behavior analysis platforms. The identified sources allowed for the creation of the requested psychographic profile.
Sources
Sources