Crafts Audience in United States

Crafts logo

Crafts has an estimated audience of 90,401,521 people in United States. 61.1% are female, 38.9% are male, average age 42.6. Top regions: California, New York, Texas. Top brand affinities: Etsy, Handmade Crafts, Home décor products, Houseplant, West Elm.

The average Crafts fan in United States is 42.6 years old, more female, and lives primarily in California. The audience is concentrated in California, New York, Texas. Top brand affinities include Etsy, Handmade Crafts, Home décor products, with strongest over-indexing on Etsy (1.67× the country average). Demographically, the Crafts audience skews more female with an average age of 42.6, and over-indexes on personality traits such as Creativity, Extroversion. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Home & Garden · Type: Topic

Demographics of Crafts fans

Demographic split for Crafts audience in United States
MetricValue
Female61.1%
Male38.9%
Average age42.6
Estimated audience size90,401,521

Audience persona

The typical Crafts fan in United States is more female, around 42.6 years old, with strong Creativity tendencies and a notable affinity for Etsy.

Top regions in United States

Top regions ranked by reach for Crafts in United States
RegionReachAffinity
California9,656,7700.97×
New York7,863,7531.56×
Texas7,672,3820.99×
Florida7,044,4311.15×
Pennsylvania3,087,8181.01×
Illinois2,944,2550.98×
North Carolina2,838,8141.04×
Washington2,779,9961.53×
Ohio2,732,8260.98×
Virginia2,343,7681.06×
Michigan2,270,4440.96×
Georgia2,137,0460.77×
New Jersey2,033,2750.88×
Massachusetts1,624,8170.91×
Indiana1,610,2900.98×
Arizona1,563,5830.85×
Tennessee1,536,5790.85×
Missouri1,517,1721.04×
Wisconsin1,476,6161.09×
Colorado1,466,6401.03×
Alabama1,446,8721.15×
Minnesota1,295,4181×
Maryland1,266,9900.82×
Oregon1,220,8521.18×
South Carolina1,099,3160.81×
Kentucky1,092,8970.96×
Utah928,7461.15×
Oklahoma916,2830.91×
Connecticut914,8911.01×
Louisiana866,3680.74×
Iowa792,5081.06×
Nevada720,5320.82×
Kansas710,9581×
Arkansas682,3340.92×
Mississippi571,2690.77×
Idaho539,6501.19×
New Mexico505,7561.12×
Nebraska447,3250.99×
West Virginia413,2490.98×
Maine398,2041.23×
South Dakota381,9241.83×
New Hampshire351,5480.99×
Hawaii351,3280.9×
Washington, District of Columbia250,3320.92×
Rhode Island223,3790.78×
Montana216,1100.86×
Delaware185,9950.75×
Vermont172,1861.08×
North Dakota151,6480.82×
Alaska146,3830.76×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Crafts audience
BrandAffinityCategory
Etsy1.67×Fashion & Accessoires
Handmade Crafts2.15×Kids & Family
Home décor products1.57×Home & Garden
Houseplant1.53×Home & Garden
West Elm1.56×Home & Garden
Crochet1.51×Home & Garden
Family and consumer science1.6×Kids & Family
Handmade1.64×Home & Garden
DIY & Craft Ideas2.21×Home & Garden
Sewing machine1.66×Home & Garden
Arts and Crafts movement1.88×Arts & Culture
Quilting1.72×Home & Garden
Quilt1.66×Home & Garden
Pattern (sewing)1.72×Home & Garden
Facial care1.52×Beauty & Wellness
Illustrator1.67×Business & Career
Decoration1.54×Home & Garden
Maurices1.55×Fashion & Accessoires
Beauty tips1.6×Beauty & Wellness
Paper craft1.52×Kids & Family

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Crafts audience
TraitClusterScore
CreativityOPEN1.37
ExtroversionTHRILL1.37
Design AffinityPREMIUM1.16
DIY MentalityTHRILL1.13
SustainabilityBALANCE1.11
Price SensitivityPREMIUM1.05

Worldwide distribution

Worldwide audience distribution share by country for Crafts
CountryShare
United States21.0%
United Kingdom5.1%
India4.9%

See Crafts audiences in other countries

More Home & Garden audiences in United States

Frequently asked questions

How many fans does Crafts have in United States?

Crafts has an estimated audience of 90,401,521 people in United States, concentrated in California and New York.

What is the gender split and age of Crafts fans?

61.1% of Crafts fans are female, 38.9% are male, with an average age of 42.6 years.

Which brands do Crafts fans like most?

Crafts fans show strongest brand affinity for Etsy (1.67×), Handmade Crafts (2.15×), and Home décor products (1.57×) over the country average.

Where do Crafts fans live in United States?

Crafts fans in United States are most concentrated in California (reach 9,656,770), New York (reach 7,863,753), and Texas (reach 7,672,382). 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 Handmade Crafts (2.15×), Home décor products (1.57×), Houseplant (1.53×), and West Elm (1.56×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States 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 United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.