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CHSI Stitches 2022: strong turnout and optimistic Craft Report

By Emily Peagram 04 Mar 2022

CHSI Stitches 2022 saw a strong turnout, innovative new products from leading brands and high-profile speakers at its first post-pandemic show at the NEC in February.

The show, the first since February 2020, drew leading creative craft brands, showcasing new ranges, many of which were being displayed for the first time in person since the pandemic started. Steve Mitchell, Show Director said: “While video meetings became the norm in the last two years, the enthusiasm for this year’s show reinforces the fact that nothing beats face to face when it comes to creative craft. How products feel to work with is key to any retailer and end customer, and the show allows visitors to really understand the products they are ordering. This year we invested heavily in our speaker programme, welcoming industry heavyweights from across the marketing and retail spectrum. We’ve had a great turnout to the sessions.”

The eagerly anticipated 2022 Craft Report was presented at the show by research specialist Linda Jones who unveiled valuable insights gathered from the extensive consumer research project. Linda said: “The Craft Report has become a key industry barometer in the five years since we have been delivering it. The research evolves each year, and this year’s was tailored to include insights into people’s habits post-pandemic which saw some interesting shifts and opportunities for the industry.”

Key insights from the 2022 report:
* The pandemic has resulted in a significant growth in the number of adults taking part in craft. It is estimated that there are now just over 19.5 million crafters in the UK.

* Almost 90% of crafters have also done more craft since the start of Covid, resulting in an 11% increase in spending over the period.

* The younger crafter now accounts for 1 in 3 of the crafting audience, and represents a great opportunity for the industry, being high spenders, better connected in social media terms and more actively committed to the environment.

* Almost half of the older established crafting audience are planning to make some income out of their activities in the future – an encouraging development given their higher level of spend.

* Almost 1 in 3 of the total crafting audience have started to take action to craft more sustainably, and a further 10% are on the cusp of doing so. Amongst the under 35’s, the number who are already crafting more sustainably is significantly higher at almost 1 in 4.


CHSI Stitches 2023 takes place from 19-20 February at the NEC, Birmingham, UK. For more information visit www.chsi.co.uk. To discuss exhibiting options in 2023, contact Steve Mitchell on +44 (0) 1425 460 811 or email stevem@ichf.co.uk

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