A data profile of the people who buy, follow and care about Crafts in Canada — modelled from more than twelve digital signal sources. Crafts has an estimated audience of 10,215,190 people in Canada.
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.
The typical Crafts fan in Canada is more female, around 43.2 years old, with strong Patriotism tendencies and a notable affinity for Etsy.
The key figures that characterise the Crafts profile in Canada.
58.0% are female, 42.0% are male, average age 43.2.
| Metric | Value |
|---|---|
| Female | 58.0% |
| Male | 42.0% |
| Average age | 43.2 |
| Estimated audience size | 10,215,190 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 11% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 30% |
of the worldwide Crafts audience comes from Canada.
| Country | Share |
|---|---|
| United States | 21.0% |
| United Kingdom | 5.1% |
| India | 4.9% |
Where the Crafts audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | British Columbia | ~3M | 2.12× | |
| 02 | Alberta | ~2.5M | 1.95× | |
| 03 | Ontario | ~4M | 0.96× | |
| 04 | Saskatchewan | ~300K | 0.93× | |
| 05 | Prince Edward Island | ~40K | 0.80× | |
| 06 | New Brunswick | ~200K | 0.79× | |
| 07 | Manitoba | ~300K | 0.78× | |
| 08 | Newfoundland and Labrador | ~100K | 0.76× | |
| 09 | Nova Scotia | ~200K | 0.73× | |
| 10 | Quebec | ~1.5M | 0.67× |
The strongest cross-interests of the Crafts audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | DIY & Craft Ideas | Home & Garden | 2.49× | ||
| 02 | Arts and Crafts movement | Arts & Culture | 2.09× | ||
| 03 | Quilting | Home & Garden | 1.80× | ||
| 04 | Crochet | Home & Garden | 1.76× | ||
| 05 | Handmade | Home & Garden | 1.72× | ||
| 06 | Knitting needle | Fashion & Accessoires | 1.71× | ||
| 07 | Sewing | Home & Garden | 1.70× | ||
| 08 | Farmhouse | Travel & Leisure | 1.68× | ||
| 09 | Sewing machine | Home & Garden | 1.68× | ||
| 10 | Gift shop | Home & Garden | 1.67× | ||
| 11 | Etsy | Fashion & Accessoires | 1.65× | ||
| 12 | Shoemaking | Fashion & Accessoires | 1.62× | ||
| 13 | Cross-stitch | Home & Garden | 1.62× | ||
| 14 | Textile arts | Arts & Culture | 1.59× | ||
| 15 | Pattern (sewing) | Home & Garden | 1.59× | ||
| 16 | Middle ages | Politics & Society | 1.56× | ||
| 17 | Watercolor painting | Arts & Culture | 1.56× | ||
| 18 | Modernism | Arts & Culture | 1.54× | ||
| 19 | Home décor products | Home & Garden | 1.51× | ||
| 20 | Family and consumer science | Kids & Family | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 1.28× | |
| Travelling | THRILL | 1.10× | |
| Early Adopter Mentality | POWER | 1.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.87× | |
| Design Affinity | PREMIUM | 0.92× | |
| Social Media Usage | JOY | 0.93× |
Crafts has an estimated audience of 10,215,190 people in Canada, concentrated in Ontario and British Columbia.
58.0% of Crafts fans are female, 42.0% are male, with an average age of 43.2 years.
Crafts fans show strongest brand affinity for Etsy (1.65×), Sewing (1.7×), and Gift shop (1.67×) over the country average.
Crafts fans in Canada are most concentrated in Ontario (reach ~4M), British Columbia (reach ~3M), and Alberta (reach ~2.5M). These three regions account for the largest share of the active audience.
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.
Related profiles, rankings and the same audience in other markets.
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.
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.
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