Insights on business -- and life.
Less Spending, More Crafting
The recession offers a wonderful opportunity
for our industry.
by Bill Gardner (February 16, 2009)
What's old is new again. We're back to cocooning, thanks to the
economy. Twice in the last couple of weeks I've seen the Today's
Home segment on NBC's Today Show feature home activities and
decorating for entertaining friends and enjoying family time. One
guest talked about dressing up the table for a simple dinner party
for friends. Sure, he used a variety of dishes in different colors
to spruce things up, but he also used ribbon for napkin rings. Think
how many other craft products could go into those tablescapes.
Today's segment showed furniture arrangements, particularly a
sectional sofa with a coffee table the guest had loaded with board
games for family fun night. Hmmm, crafting would make a great family
Remember when Faith Popcorn coined the term cocooning
several years ago? Then it was all about staying home in our comfort
zones to escape the fast-paced, high tech world we dealt, and
continue to deal with, on a daily basis.
Today's cocooning offers protection from a cold, hard world that
threatens our well-being with layoffs, foreclosures, bank failings,
I know from first-hand experience how frightening things can be.
I lost my job more than two months ago and am still searching,
hoping for the perfect job to come along. In the meantime, I've
become a master at managing a budget and cutting back on eating out,
driving, my cable TV package, cell phone usage, electricity
consumption, and anything else that requires money. (Fortunately my
bowling team has a sponsor that paid all our fees so I can at least
continue enjoying that leisure time activity.)
Besides those of us in the unemployment ranks, those who are
still gainfully employed are scared out of their minds, wondering if
they'll be next. They, too, are cutting back on spending, looking
for inexpensive entertainment. Could crafting be the answer? I think
it can. Certainly scrapbooking is a great family activity –
reminiscing over old photos, educating the kids about who those
people are, and collaborating on how to display the photos in an
And crafting can be a great social activity among friends.
Perhaps a kids' play day involves kids in various craft fun while
the mothers enjoy jewelry making or knitting.
All that's not news to anyone in the industry or to a lot of
consumers. The challenge now is to portray crafting as low-cost
entertainment. Price is key. That doesn't mean having to discount
merchandise; it means comparing the cost of crafting activities with
the cost of say, dinner and a movie, a day at the zoo, or a family
outing to a professional sporting event. And, of course, stressing
the family bonding aspect.
Even when our economy improves, people are still going to be
careful. Gas prices taught us a lesson last year. Nearly everyone
thought twice before driving anywhere, or if they were like me, they
planned their driving carefully so all errands could be accomplished
quickly and efficiently in one trip. And, of course, those gas
prices caused people to spend less elsewhere.
This economic situation is unlike anything many of us have ever
experienced before. It hit us like a ton of bricks. Suddenly
unemployment wasn't something that happened to other people. It's
hit home with so many. Once people do get back on their feet,
they're going to be cautious. I know I will be. I'm not even working
right now and already I have a much more aggressive savings plan in
mind than I ever did before. I know I'll be looking for inexpensive
entertainment, and so will others. Crafting might just be the
(Note: Bill Gardner is the former editor-in-chief of Craftrends,
Sew News, and Creative Machine Embroidery magazines,
and former director and education manager of the Memorytrends
trade show. He is currently working on some free-lance projects, but
would welcome a full-time job. He can be reached at email@example.com.
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