Summary 1

The book, “Consuming Craft the contemporary craft market in a changing economy” by Morris Hargreaves McIntyre looks into the increase of craft consumption in England through the use of figures by compiling research from an online population survey, compared to figures in 2004. This book gives an overview of how to increase the number of consumers buying craft products during the current ‘changing economy’, emphasising how to target current and potential buyers for forthcoming years.

Hargreaves aims to inform a wide range of craft sectors how to change opinions of those who are interested in craft but haven’t yet purchased anything and keep the interest of active buyers (Hargreaves, 2010). Giving organisations and makers’ different ways in which to approach buyer’s interests, will help to create new inspiration and techniques to approach the market to have a successful craft career. Creating specific work to the target audience, with a personal interest will encourage consumers and engage them in your work, resulting in them being intriguing to find out more. “Connecting craft to specific lifestyle interests and market niches, such as vintage fashion or sustainability, could enable potential and lapsed buyers to meet their existing needs” (Hargreaves, 2010).

The definition of craft: “By original, handmade craft, we mean any object that has been made by hand by a craft maker” (Hargreaves, 2010). Craft has a unique aesthetic that is created by hand appealing to consumers although the collated research indicates these properties don’t attract all personalities. One advantage of craft is the elimination of ethical labour. Craft provides “luxury and desirable goods”, without worrying about human rights and fair trade (Hargreaves, 2010). Promoting awareness of the sustainability of a product can increase product sales because it’s designed to last.

The author gives clear facts and figures for active, potential and those not on in the market to give a well rounded argument. A high majority of active buyers take part in craft themselves therefore they appreciate the skills involved to create craft (Hargreaves, 2010). Active buyers already know what they are buying into because they know the processes and time that goes into each product. To convert the 9% of potential buyers that don’t take part in any craft exercise they need to learn about craft in order to appreciate the skills. In order to do this encourage making craft for themselves and attend activities like workshops and craft fairs at least six times within one year.

To conclude this book has been structured in a way to give clear precise information to present her research. Hargreaves doesn’t try to make any assumptions therefore the information is easy to follow. The key concept here is to find ways to continue to see active buyers love for craft through purchase and start to involve potential buyers through strategies to make them interested.


McIntyre, M,. 2010. Consuming Craft: the contemporary craft market in a changing economy. Crafts Council [online] Available at: [accessed 19 Nov 2010]