Crafts Audience in Canada
Crafts has an estimated audience of 10,215,190 people in Canada. 58.0% are female, 42.0% are male, average age 43.2. Top regions: Ontario, British Columbia, Alberta. Top brand affinities: Etsy, Sewing, Gift shop, Crochet, Home décor products.
The average Crafts fan in Canada is 43.2 years old, more female, and lives primarily in Ontario. The audience is concentrated in Ontario, British Columbia, Alberta. Top brand affinities include Etsy, Sewing, Gift shop, with strongest over-indexing on Etsy (1.65× the country average). Demographically, the Crafts audience skews more female with an average age of 43.2, and over-indexes on personality traits such as Patriotism, Travelling. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Crafts fans
| Metric | Value |
|---|---|
| Female | 58.0% |
| Male | 42.0% |
| Average age | 43.2 |
| Estimated audience size | 10,215,190 |
Audience persona
The typical Crafts fan in Canada is more female, around 43.2 years old, with strong Patriotism tendencies and a notable affinity for Etsy.
Top regions in Canada
| Region | Reach | Affinity |
|---|---|---|
| Ontario | 4,116,685 | 0.96× |
| British Columbia | 3,241,444 | 2.12× |
| Alberta | 2,461,130 | 1.95× |
| Quebec | 1,637,330 | 0.67× |
| Saskatchewan | 300,354 | 0.93× |
| Manitoba | 299,849 | 0.78× |
| Nova Scotia | 223,456 | 0.73× |
| New Brunswick | 186,642 | 0.79× |
| Newfoundland and Labrador | 117,645 | 0.76× |
| Prince Edward Island | 40,128 | 0.8× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Etsy | 1.65× | Fashion & Accessoires |
| Sewing | 1.7× | Home & Garden |
| Gift shop | 1.67× | Home & Garden |
| Crochet | 1.76× | Home & Garden |
| Home décor products | 1.51× | Home & Garden |
| Middle ages | 1.56× | Politics & Society |
| Watercolor painting | 1.56× | Arts & Culture |
| Handmade | 1.72× | Home & Garden |
| DIY & Craft Ideas | 2.49× | Home & Garden |
| Farmhouse | 1.68× | Travel & Leisure |
| Sewing machine | 1.68× | Home & Garden |
| Arts and Crafts movement | 2.09× | Arts & Culture |
| Textile arts | 1.59× | Arts & Culture |
| Shoemaking | 1.62× | Fashion & Accessoires |
| Family and consumer science | 1.5× | Kids & Family |
| Quilting | 1.8× | Home & Garden |
| Pattern (sewing) | 1.59× | Home & Garden |
| Cross-stitch | 1.62× | Home & Garden |
| Modernism | 1.54× | Arts & Culture |
| Knitting needle | 1.71× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Patriotism | CONSERVATISM | 1.28 |
| Travelling | THRILL | 1.1 |
| Early Adopter Mentality | POWER | 1.1 |
| Individualism | JOY | 1.04 |
| Need for Security | CONSERVATISM | 1.01 |
| Urban Lifestyle | OPEN | 1.0 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.0% |
| United Kingdom | 5.1% |
| India | 4.9% |
See Crafts audiences in other countries
More Home & Garden audiences in Canada
- Entertainment (22,290,233)
- Business and industry (21,309,471)
- Food and drink (21,077,113)
- Arts and music (21,063,262)
- Sports (20,983,256)
Frequently asked questions
How many fans does Crafts have in Canada?
Crafts has an estimated audience of 10,215,190 people in Canada, concentrated in Ontario and British Columbia.
What is the gender split and age of Crafts fans?
58.0% of Crafts fans are female, 42.0% are male, with an average age of 43.2 years.
Which brands do Crafts fans like most?
Crafts fans show strongest brand affinity for Etsy (1.65×), Sewing (1.7×), and Gift shop (1.67×) over the country average.
Where do Crafts fans live in Canada?
Crafts fans in Canada are most concentrated in Ontario (reach 4,116,685), British Columbia (reach 3,241,444), and Alberta (reach 2,461,130). These three regions account for the largest share of the active audience.
What other brands do Crafts fans also like?
Beyond Crafts itself, the audience over-indexes on Sewing (1.7×), Gift shop (1.67×), Crochet (1.76×), and Home décor products (1.51×) compared to the Canada average.
How to read this data
Audience size is the estimated number of people in Canada who actively search for Crafts. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Canada. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.