Rascasse Audience Intelligence

Crafts Audience in United States

A data profile of the people who buy, follow and care about Crafts in United States — modelled from more than twelve digital signal sources. Crafts has an estimated audience of 90,401,521 people in United States.

#81among Topic in United States#5in Home & Garden

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, Texas, New York.

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, Design Affinity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

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.

Category: Home & Garden · Type: Topic

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Crafts profile in United States.

Audience size
90.4M
in United States
Gender
61.1%♀
38.9% male
Age
42.6
average years
Country rank
#102
Topic in United States
Fig. 01

Search interest · 12-month trend

+18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Crafts fans

61.1% are female, 38.9% are male, average age 42.6.

Fig. 02

Gender split

61.1%
Female
38.9%
Male
Demographic split for Crafts audience in United States
MetricValue
Female61.1%
Male38.9%
Average age42.6
Estimated audience size90,401,521
Fig. 03

Age distribution

Ø 42.6
average years
Age distribution of the Crafts audience in United States
Age bracketShare%
16-1913%
20-2917%
30-3919%
40-4923%
50+28%
Fig. 04

Worldwide distribution

21.0%

of the worldwide Crafts audience comes from United States.

Worldwide audience distribution share by country for Crafts
CountryShare
United States21.0%
United Kingdom5.1%
India4.9%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Crafts audience in United States is strongest.

Fig. 05

Top regions by affinity

Crafts fans by region: top regions in United States
#RegionReachAffinity×
01South Dakota~400K1.83×
02Alabama~2M1.41×
03New York~7M1.37×
04Washington~2.5M1.33×
05Wisconsin~1.5M1.21×
06Idaho~500K1.21×
07Texas~9.5M1.20×
08Utah~900K1.15×
09Maine~400K1.12×
10Florida~6.5M1.09×
11Michigan~2.5M1.07×
12Kansas~800K1.07×
13New Mexico~500K1.07×
14Oregon~1M1.05×
15Iowa~800K1.04×
16Missouri~1.5M1.03×
17Vermont~200K1.02×
18Pennsylvania~3M1.00×
19North Carolina~2.5M1.00×
20West Virginia~400K1.00×
21Nebraska~500K0.99×
22Indiana~1.5M0.98×
23Kentucky~1M0.98×
24Connecticut~900K0.98×
25Virginia~2M0.97×
26Minnesota~1.5M0.97×
27New Hampshire~300K0.97×
28Ohio~2.5M0.96×
29California~9.5M0.95×
30Illinois~3M0.95×
31Colorado~1.5M0.95×
32Louisiana~1M0.94×
33New Jersey~2M0.92×
34Arkansas~700K0.92×
35Montana~200K0.92×
36North Dakota~200K0.92×
37Massachusetts~1.5M0.90×
38Oklahoma~900K0.90×
39Hawaii~300K0.90×
40Alaska~200K0.88×
41Arizona~1.5M0.87×
42South Carolina~1M0.85×
43Mississippi~600K0.85×
44Tennessee~1.5M0.84×
45Delaware~200K0.83×
46Rhode Island~200K0.82×
47Georgia~2M0.80×
48Washington, District of Columbia~200K0.80×
49Maryland~1M0.79×
50Nevada~700K0.79×
Fig. 06

Affinity by region

Affinity by region — Crafts, United States
0.79×1.00×1.83×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Crafts audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Crafts audience
#·InterestCategoryAffinity×
01DIY & Craft IdeasHome & Garden2.21×
02Handmade CraftsKids & Family2.15×
03Arts and Crafts movementArts & Culture1.88×
04QuiltingHome & Garden1.72×
05Pattern (sewing)Home & Garden1.72×
06EtsyFashion & Accessoires1.67×
07IllustratorBusiness & Career1.67×
08Sewing machineHome & Garden1.66×
09QuiltHome & Garden1.66×
10HandmadeHome & Garden1.64×
11Family and consumer scienceKids & Family1.60×
12Beauty tipsBeauty & Wellness1.60×
13Home décor productsHome & Garden1.57×
14West ElmHome & Garden1.56×
15MauricesFashion & Accessoires1.55×
16DecorationHome & Garden1.54×
17HouseplantHome & Garden1.53×
18Facial careBeauty & Wellness1.52×
19Paper craftKids & Family1.52×
20CrochetHome & Garden1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Crafts audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Crafts audience · What stands out
TraitClusterDeviationScore
CreativityOPEN1.23×
Design AffinityPREMIUM1.17×
DIY MentalityTHRILL1.11×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Crafts audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.71×
Career OrientationPOWER0.76×
Need for SecurityCONSERVATISM0.85×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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 Texas.

02

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.

03

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.

04

Where do Crafts fans live in United States?

Crafts fans in United States are most concentrated in California (reach ~9.5M), Texas (reach ~9.5M), and New York (reach ~7M). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Home & Garden audiences in United States

See Crafts audiences in other countries

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.

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