One of the best ways to be successful selling your crafts is to stay current with popular trends. You don’t always need to create completely new designs, but rather adapt your crafts to include what the mass market is looking for. A trend can be broken down into three main elements, which are lifestyle, color, and motif.
Let’s start with the most complex element, lifestyle. When looking at a trend the experts try to see the overall picture of what is happening across the United States and sometimes even the globe. World events often affect lifestyle. Since the new millennium began, we’ve seen a lifestyle change in the public’s lifestyle. We were headed towards high tech, overburdened schedules and less interaction with others (again, this might have been the increased use of computers). But as the bells rang in the year 2000, the public began to rebel against this overstressed lifestyle direction. Now we record that people want a slower, friendlier, calmer lifestyle.
Lifestyle: Is it youthful? Outdoor type? You need to know your local lifestyle trends as well as national trends.
This means the public is staying home more and as the experts describe it, the average person wishes to “cocoon” within his or her home. So what does that mean to you as a crafter trying to sell your work? It means that designs and items that enhance the home are probably a good bet. These items are on the minds and shopping lists of your potential consumer. Crafts like floral centerpieces, candles, handmade soaps, garden decorations, quilts and photo frames. Anything that helps the person decorate, organize or enjoy the inside and outside of their home.
Another major world event that affected us as a whole was the tragedy of 9-11; the economical downturn after 9-11 and that America went to war after 9-11. Interestingly enough, during difficult economic times the public tends to buy more handmade items, but we must balance this as crafters by knowing that every penny being spent is being spent very carefully. This set of events also started a renewed interest and appreciation of Americana. This reaction brings into play the second element of a trend, which is color. It seems that anything red, white and blue is selling like hotcakes. However, this may be a short-lived trend.
Most industries and manufacturers play close attention to color trends. You can have the best product in the world, but if that product is considered a luxury (nonessential) item it will sit on the shelves forever if it is not a popular color with the public. Consider the attractive colors of avocado and harvest gold of the 1970s. Everything from refrigerators to towels could be found. Yet, most of us would never even consider using these colors in our home décor today. Some color trends do make a brief come back from time to time and are considered fads. Fads have a very short lifespan (6 weeks to 6 months), while trends tend to build slowly and influence a decade or more.
Roses are a classic motif, always in style and collected.
If a trend lasts more than 10 years, it is often referred to as a classic. The last element of a trend is motif. A motif is something like a theme, pattern or design element. Currently some popular motifs include roosters/chickens, sea life (not nautical, but actual sea life like fish, shells and pearls), apples and other fruit and Asian touches. Classic motifs include roses, gardens, teddy bears, Santa Claus, angels, dolls, hearts and stars. Most collectibles will fall into this category. If you combine the elements in an appealing presentation, your crafts will sell.
A great way to keep up with the trends is through home décor magazines and catalogs. Flip through the pages and note the colors, color combinations and motifs. A visit to a local gift shop or card store will also give you some insight into what is popular with the public. Large gift and card companies like Hallmark spend a small fortune on product research and development and you can benefit from their investment of time and money.
Also watch the stars! Not the kind in the sky, but the kind you find on the movie and TV screen. Celebrities have a huge influence on fads and trends. Look at the color in the background sets and watch the fashion and jewelry being worn.
An important aspect to keep in mind while tracking the trends is that you may have to consider local and regional tastes. A national trend may not be seen in your neck of the woods for up to a year or two. And there is the possibility that your local area will not accept a national trend. You know your community and shouldn’t hesitate to follow your gut instinct. I’ll use my local area as an example. A few years ago when the hot colors were mint green, rose and other pastel colors, I decided to slowly add these colors to my line of wood dolls. The dolls sat on the shelf unsold for the most part for over a year. When I reflected on why these colors were not moving it dawned on me that these same colors are the regional favorite of south Florida. Well, I live in central Florida, sell my crafts through out Florida and if the colors were going to sell, they would have been selling all along. To date I’ve never received a customer request for this group of colors.
Just because an item is trendy doesn’t guarantee a sale, but it sure helps promote your crafts. It reflects that you are an artist or craftsperson who is aware of your customers’ needs. Listen to your customers because they are your greatest creative resource. And take the time to talk with your customers too. Ask if they’d like a certain color or motif. The more you stay aware of what is happening globally, nationally and locally the more you can use your insights to create better crafts.
