2016 Creative Products Size of the Industry Study February 1, Not for reproduction or distribution

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1 2016 Creative Products Size of the Industry Study February 1, 2017 Not for reproduction or distribution

2 Study Methodology Objectives Accurately size the US craft and hobby market by dollar volume and participation, both overall and at the category level. Understand how the size of the market varies by geographic region. Provide this information to members to support various initiatives such as buying and selling; developing business plans; tracking trends; and planning, forecasting, and marketing company products. What Online survey Mean completion time: Median completion time: 14.4 minutes 10.0 minutes Qualification Completes The respondents that qualified for this study met the following criteria: Age 18+ All 50 states Quarter Dates Contacts Qualified Completes Q4 15 October December 2015 n=2293 n=1552 Q1 16 January March 2016 n=2406 n=1553 Q2 16 April June 2016 n=2318 n=1552 Q3 16 July September 2016 n=2619 n=1552 Total October 2015 September 2016 n=9636 n= MaritzCX LLC All Rights Reserved

Study Methodology: Our Universe There are two specific groups represented in this report: US Population projected based on data collected and the population of the US Crafters those who either

3 Study Methodology: Our Universe There are two specific groups represented in this report: US Population projected based on data collected and the population of the US Crafters those who either participated or purchased supplies or materials for at least one category If we only fully interviewed those who participated we would miss people who could be stocking up for a future project or purchasing for another member of the household US Population Crafters We are using the following images to note who is the subject of the slide Spend Projections Spend is collected by category for the past month for every category the consumer purchased Past month is a more reasonable time frame for consumers to remember than an entire year Data is collected on a continuous basis with equal quotas each week, so not one time period is more represented than another Data was multiplied by 12 to create an annual spend number Data has been rolled together for an entire year to account for seasonality Data was windsorized to adjust for outliers using the 95 percentile, meaning the top 5 of spend given by respondents was lowered to the next highest value Winsorization replaces extreme data values with less extreme values. Extreme values adversely impact statistical projections A weight is then applied to the data to project the 9,636 of people contacted to 117 million households. Total spend numbers have an error range of +/- 3.6 at the national level MaritzCX LLC All Rights Reserved

4 Category Definitions Paper : Scrapbooking, card making, or paper crafting Beads Jewelry: Jewelry Making Floral Crafting: Floral Edible : Cake or sweet treat decorating (and other food crafts) Wood Home Décor: Ready-to-decorate wood crafts including furniture and home décor Knitting Crochet: Knitting or crocheting Needle : Cross-stitch, embroidery, needlepoint, needle felting, etc. Scrapbooking, card making, or paper crafting involves creating albums, cards, or other keepsakes, including Artist Trading Cards ATCs, which incorporate various tangible materials (paper, photos, memorabilia, journaling, embellishments), and/or techniques (rubber stamping, decoupage, die cutting, paper folding) in a traditional fashion or created using a computer (e.g., digital scrapbooking). Jewelry making, including bead work, is the process of creating wearable accessories such as earrings, necklaces, bracelets, and broaches. Floral crafts utilize silk or dried flowers and/or greenery to compose a decorative project for home décor, a special event, or gift giving. Cake or sweet treat decorating creates attractive edibles. It uses icing and other edible decorative elements in an intricate way to make otherwise plain food more visually interesting. This includes making candy, fruit and vegetable carving, molding, and sculpting cakes/food to resemble three-dimensional person, places, and things. (This does not include the act of simply baking and icing cakes or cookies.) Ready-to-decorate wood crafts start out unfinished and are sometimes assembled, sanded, hand painted, stained, or varnished to give the items a completed look. Items can include, but are not limited to, wood boxes, dollhouses and accessories, birdhouses, lettering, and frames. The items may be painted in a decorative manner, which refers to a wide variety of visual and textural effects achieved by applying a medium, such as acrylic paint, to any number of surfaces to enhance a home décor or functional object. Knitting is a craft where two needles are used to manipulate yarn or thread to create loops resulting in a textile or functional object (sweater, scarf, socks, etc.). Crochet is done with a single needle which has a small hook at one end for drawing the thread or yarn through intertwined loops to create a textile or functional object (sweater, scarf, socks, etc.) Other needle crafts are artistic creations that use textiles such as fabric, yarn, natural and synthetic fibers, wool, mohair, alpaca, silk, cotton, and linen. Needle work, stitching, and weaving are some of the techniques used. Sewing Fabric: Fabric/sewing crafts involve using a needle and thread by hand or by machine to bind fabric or other materials together to create finished items including Fabric/Sewing for apparel, home décor, quilts, apparel, and home décor. quilting, and crafting Painting Drawing: Painting, drawing, calligraphy, or print making Kids : Kids crafts All other crafts (not specifically listed above) Painting and drawing involves creating images or designs by hand utilizing paints, inks, pastels, charcoal, pencil, or watercolors. Fine art painting is any form of artistic rendering primarily incorporating watercolor, oil, or acrylic paint on canvas, or other fine art surfaces. Calligraphy and lettering is the art of fine or decorative handwriting. Print making is the process of making artwork by printing normally on paper. It includes engraving, etching, lithography, silk screening, wood cuts, wood blocks, linoleum, and digital print making. Kids crafts involve fun and creative products, kits, and projects created specifically for toddlers, preschoolers, and school-aged children. This segment of crafting encompasses all other creative and artistic projects, not explicitly noted above, that utilize products found in arts and crafts stores. This can include projects for holidays and events that are not mentioned in another category. This category can also include mixed-media projects that are not simply or easily categorized. For example, this includes doll making and dressing, candle making, and stenciling. Stenciling is a method of applying a design by brushing ink or paint through cut out areas of a template so that the pattern is reproduced on a wall or other surface. First category label is shown in the report. Second label below is what respondents saw in the survey MaritzCX LLC All Rights Reserved

5 2016 Summary US Population Percentage of US households participating in a craft or hobby activity in the past 12 months 63 Households estimates used 117 Million Total Annual Amount Spent $ Billion Number of Categories Tracked 11 broad categories MaritzCX LLC All Rights Reserved

7 Household Participation is Up US Population /2016 Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base: MaritzCX LLC All Rights Reserved

8 Category Participation Approximately one-third of US households participated in edible arts, painting drawing, kids crafts, and paper crafts in the past year US Population of US households participated in the past year 56 of US households participated in the past month Painting Edible Kids Paper Sewing Knitting Beads Wood Beads Wood Other Drawing Fabric Crocheting Jewelry Home Décor Jewelry Home Décor Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base:9636 (US Census Households n=117,259,427 released June 2015) Needle Floral Crafting MaritzCX LLC All Rights Reserved

9 Category Participation US Population million participated in the past year 65.5 million participated in the past month Painting Edible Kids Kids Paper Sewing Drawing Fabric Knitting Crocheting Wood Home Décor Beads Jewelry Other Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base:9636 (US Census Households n=117,259,427 released June 2015) Needle Floral Crafting MaritzCX LLC All Rights Reserved

10 Category Participation Past 12 Months Roughly one-third of US households are participating in 1-3 different activities a year and another one-third are participating in 4 or more activities US Population Zero 37 Seven One 5 4 Six Five Two Three Four 63 Households participate in at least 1 activity Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base: (n=12026) Average 2.92 Activities MaritzCX LLC All Rights Reserved

11 Category Participation Past Month Within the past month, more households only participate in 1-3 different activities US Population Zero One 13 Two 56 Households participate in at least 1 activity Seven + Six Five Four 9 Three Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base: (n=12026) Average 1.62 Activities MaritzCX LLC All Rights Reserved

12 Past 12 Month Activity Participation Among Crafters Crafters More crafters participate in fewer activities in the Northeast Activities Activities 5 Activities 4 Activities 3 Activities Activities Midwest Northeast South West * Only purchased, did not participate Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? 1 Activity 0 Activities* MaritzCX LLC All Rights Reserved

13 Past 12 Month Cross Participation Among Crafters Cross participation among those participating in the top five activities is high within other top five activities Those who participate in beads jewelry, floral crafting, and needle arts also participate in a broader range of activities Crafters Painting Drawing Painting Drawing (n=3411) Kids (n=3227) Edible (n=3408) Sewing Fabric (n=2815) Paper (n=3179) Wood Home Décor (n=2370) Knitting Crochet (n=2468) Beads Jewelry (n=2367) Floral Crafting (n=1844) Needle (n=2019) Other (n=2072) Kids Edible Sewing Fabric Paper Wood Home Décor Knitting Crochet Beads Jewelry Floral Crafting Needle Other Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Lower Participation Higher Participation MaritzCX LLC All Rights Reserved

14 Participation Among Crafters Crafters More crafters were active in kids crafts, edible arts, and painting drawing. in the past month Only approximately half of those who participate in the remaining activities were active in the past month Past 12 Month Participation Past Month Participation of Past 12 Month Participants Active in the Past Month* Painting Drawing Edible Kids Paper Sewing Fabric Knitting Crochet Wood Home Décor Beads Jewelry Needle Floral Crafting Other craft activity * Calculated by dividing who participated in the past month by those who participated in the past 12 months Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base: (n=6209) MaritzCX LLC All Rights Reserved

15 Past 12 Month Category Participation Crafters The types of activities crafters participate in vary by region South Edible 53 South Painting Drawing 55 South Kids 50 South Paper 48 West 54 West 58 West 47 West 51 Midwest 52 Midwest 53 Midwest 51 Midwest 50 Northeast 53 Northeast 54 Northeast 49 Northeast 46 South West Midwest Northeast Sewing Fabric South West Midwest Northeast Knitting Crochet Beads Jewelry South 37 West Midwest Northeast Wood Home Décor South 40 West Midwest Northeast Needle South 32 West Midwest Northeast Floral Crafting South 31 West Midwest Northeast South West Midwest Northeast Other Lower than other regions Higher than other regions Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? MaritzCX LLC All Rights Reserved

16 Anticipated Participation Level Changes Among Crafters Activity levels are expected to decline only slightly across all activities. On average, one-third of current participants plan on increasing their participation in the next 12 months Crafters Painting Drawing Edible Kids Paper Sewing Fabric Knitting Crochet Wood Home Décor Beads Jewelry Needle Floral Crafting Other craft activity Participation will Decrease Stay the Same Increase Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base: Total (n=6209) Q9. Do you anticipate your participation in the following activities to increase, decrease, or stay the same over the next 12 months? Base: Total (n=6209) Q11. In which of the following activities are you interested? Base: Total (n=6209) MaritzCX LLC All Rights Reserved

17 Interest Levels Among Crafters Overall participation and interest is highest for edible arts and painting Among non-participants, interest is highest for ready-to-decorate wood crafts and beads jewelry, suggesting future growth in participation Crafters Participation will Decrease Stay the Same Increase Interested in Participating Painting Drawing Edible Kids Paper Sewing Fabric Knitting Crochet Wood Home Décor Beads Jewelry Most Interest Needle Floral Crafting Other craft activity Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base: Total (n=6209) Q9. Do you anticipate your participation in the following activities to increase, decrease, or stay the same over the next 12 months? Base: Total (n=6209) Q11. In which of the following activities are you interested? Base: Total (n=6209) MaritzCX LLC All Rights Reserved

18 Popularity Among Crafters Needle arts are declining in popularity, while edible arts are growing in popularity Crafters Growing Less Popular Growing More Popular Stable Edible Kids Beads Jewelry Painting Drawing Wood Home Décor Paper Sewing Fabric Knitting Crochet Floral Crafting Needle Crafters were allowed to say unsure Q10. Which of the following activities are growing more popular? Growing less popular? Base: Total (n=6209) MaritzCX LLC All Rights Reserved

19 Participation vs. Popularity Edible arts have one of the highest levels of participation and is seen as growing even more popular A large number of crafting households believe beads jewelry is growing more popular, more than those currently participating in the activity Crafters Painting Drawing Edible Kids Paper Sewing Fabric Knitting Crochet Wood Home Décor Beads Jewelry Needle Floral Crafting Participated in P12M Painting Drawing Edible Kids Paper Sewing Fabric Knitting Crochet Wood Home Décor Beads Jewelry Needle Floral Crafting Growing More Popular Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base: Total (n=6209) Q10. Which of the following activities are growing more popular? Growing less popular? Base: Total (n=6209) MaritzCX LLC All Rights Reserved

21 Purchase Locations Among Crafters A vast majority of crafters continue to purchase items in physical stores. More jewelry participants make their way online to purchase items, while edible art supplies are mostly purchased in physical stores. Crafters In a Physical Store Both Not in a Physical Store Edible Knitting Crochet Floral Crafting Wood Home Décor Sewing Fabric Kids Painting Drawing Paper Needle Beads Jewelry Other craft activity Q4. Did you purchase items in the past month for the following activities in physical stores, not in physical stores (such as online, catalog, or TV) or both in physical stores and not in physical stores? Based to those who purchased for that activity and spent more than $0 in the past month MaritzCX LLC All Rights Reserved

22 Purchase Behavior Among Crafters Roughly half of crafters stock up on items; fewer stock up for floral crafting, edible arts (perishable) and ready-to-decorate wood crafts (seasonal). Crafters Floral Crafting Edible Wood Home Décor Needle Sewing Fabric Kids Painting Drawing Knitting Crochet Beads Jewelry Paper Other craft activity Purchased What I Need Both Stocked up Q7. When you purchased items for the following activities in the past month did you purchase what you needed to complete your project or did you stock up on items for future projects? Base: Floral Crafting (n=720); Wood Home Decor (=911); Edible (n=1948); Painting Drawing (n=1741); Sewing Fabric (n=1255); Kids (n=1986); Needle (n=706); Knitting Crocheting (n=1113); Paper (n=1483); Beads Jewelry (n=969); Other (n=966) MaritzCX LLC All Rights Reserved

25 Average Monthly Spend Average monthly spend among males is slightly higher than the average crafter, while monthly spend among younger consumers is higher than the older groups Crafters Total By Gender By Age $60.49 $63.40 $58.55 $68.68 $62.12 $46.42 Total Males Females Among past month spenders MaritzCX LLC All Rights Reserved

26 Spend by category Generally, average monthly spend is higher among categories with high levels of participation Monthly spend and participation are low for floral crafting and needle arts US Population Average Monthly Spend Past 12 Month Participation Painting Drawing Kids Edible Sewing Fabric Paper Wood Home Décor Knitting Crocheting Beads Jewelry Other Floral Crafting Needle $29.90 $28.12 $27.00 $30.18 $24.07 $25.55 $20.57 $20.93 $20.26 $13.78 $ MaritzCX LLC All Rights Reserved

27 Spend by category Overall spend levels breaks the categories into 4 groupings US Population Spend Painting Drawing 16.9 Kids 16.7 Group 1 Edible 15.9 Sewing Fabric Paper Group 2 Wood Home Décor 7.4 Knitting Crocheting Beads Jewelry Other Floral Crafting Needle Group 4 Group 3 $ Billion MaritzCX LLC All Rights Reserved

28 Spend by category US Population Spend $ in Billions Painting Drawing 16.9 $7.40 Kids 16.7 $7.31 Edible 15.9 $6.98 Sewing Fabric Paper $4.80 $4.57 Wood Home Décor 7.4 $3.24 Knitting Crocheting 6.4 $2.79 Beads Jewelry Other Floral Crafting $ Billion $2.50 $2.27 $1.12 Needle 2.1 $ MaritzCX LLC All Rights Reserved

29 Annual Spend Levels Spend is highest for painting drawing, kids crafts, and edible arts Kids crafts captures more spend than edible arts, despite having slightly fewer households participating US Population Past 12 Month Participation () Painting Drawing 35 Kids 32 Spend 16.9 Painting Drawing Edible Sewing Fabric Kids crafts Paper Wood Home Décor Kniting Crocheting Beads Jewelry Other Floral Crafting Needle Q1. In which of the following activities have you personally participated in the past 12 months? In the past month? Base (n=9636) Q3. How much have you spent in the past month on the following activity or activities? Base (n=9636) Edible Sewing Fabric Paper Wood Home Décor Knitting Crocheting Beads Jewelry Other Floral Crafting Needle MaritzCX LLC All Rights Reserved

31 Affinity Overall, participating in crafts is special to crafters and they would really miss participating if they stopped. These feelings are strongest among those who participate in kids crafts, edible arts, knitting or crocheting, painting, paper crafting, and fabric/sewing. Crafters Strongly Agree/ Agree Paper (n=1636) Edible (n=2001) Painting Drawing (n=2073) Sewing Fabric (n=1473) Kids (n=2155) Knitting Crochet (n=1320) Beads Jewelry (n=1087) Floral Crafting (n=814) Needle (n=909) Wood Home Décor (n=1115) Other (n=1177) Would really miss participating in if I stopped Is special to me Would go out of my way to participate in Would sacrifice participating in other craft and hobby activities Would sacrifice participating in non-craft and hobby related activities Q12. Using the scale below, please select the response that best describes your opinion about [ACTIVITY]. Low Association High Association MaritzCX LLC All Rights Reserved

32 Emotions Participating in craft activities makes most crafters feel proud and relaxed. Those that participate in edible arts and kids crafts also feel excited and joyful. Crafters Yes Paper (n=3179) Edible (n=3408) Painting Drawing (n=3411) Sewing Fabric (n=2815) Kids (n=3227) Knitting Crochet (n=2468) Beads Jewelry (n=2367) Floral Crafting (n=1844) Needle (n=2019) Wood Home Décor (n=2370) Other (n=2072) Relaxed Proud Content Joyful Excited Curious Q13a. Now we would like to understand how participating in the following activities makes you feel. Please indicate whether participating in each activity makes you feel... Low Association High Association MaritzCX LLC All Rights Reserved

33 Values Crafters gain a sense of accomplishment by participating in craft activities across the board. Participating in kids crafts help people achieve warm relationships and a fun and enjoyable life. Yes Paper (n=3179) Edible (n=3408) Painting Drawing (n=3411) Sewing Fabric (n=2815) Kids (n=3227) Knitting Crochet (n=2468) Beads Jewelry (n=2367) Floral Crafting (n=1844) Needle (n=2019) Wood Home Décor (n=2370) Crafters Other (n=2072) Sense of accomplishment Feeling of relaxation Fun and enjoyable life Self-fulfillment Self-respect Warm relationships Sense of belonging Q13b. Now we would like to understand how participating in the following activities helps you achieve the following values. Please indicate whether participating in each activity helps you achieve... Low Association High Association MaritzCX LLC All Rights Reserved

35 Activity Purpose Among Crafters A majority of crafters keep their end product, but this is especially true among those who paint draw and do paper crafts Edible arts, beads jewelry, and knit crochet items tend to be gifts more so than other projects, while knit crochet items are also donated Those who make jewelry are more likely to sell their projects than what is made in other activities Crafters Paper (n=3179) Edible (n=3408) Painting Drawing (n=3411) Sewing Fabric (n=2815) Kids (n=3227) Knitting Crochet (n=2468) Beads Jewelry (n=2367) Floral Crafting (n=1844) Needle (n=2019) Wood Home Décor (n=2370) Other (n=2072) Keep Gift Donate Sell None Q14. What do you do with the items you make? MaritzCX LLC All Rights Reserved

36 Level of experience Crafters Those participating in floral crafting and beads jewelry consider themselves beginners More knitters crocheters and those doing kids crafts consider themselves experts than those participating in other activities Experience Level by Activity Floral Crafting Beads Jewelry Needle Knitting Crochet Edible Wood Home Décor Sewing Fabric Other craft activity Painting Drawing Paper Kids Beginner Intermediate Expert Q8. How would you describe your level of experience in each of the following activities? Base: Kids (n=3227); Knitting Crocheting (n=2468); Needle (n=2019); Paper (n=3179); Painting Drawing (n=3411); Sewing Fabric (n=2815); Wood Home Décor (n=2370); Edible (n=3408); Beads Jewelry (n=2367); Floral Crafting (n=1844); Other (n=2072) MaritzCX LLC All Rights Reserved

37 Time spent on activity per week Many crafters only spend <5 hours on a given activity per week; however, most crafters participate in more than one activity Crafters Per week Paper (n=804) Edible (n=816) Painting Drawing (n=889) Sewing Fabric (n=727) Kids (n=797) Knitting Crochet (n=618) Beads Jewelry (n=613) Floral Crafting (n=512) Needle (n=557) Wood Home Décor (n=655) Other (n=532) < 5 hours hours hours hours hours hours Q15. About how many hours per week on average do you spend creating? Based to those who participated in activity. Q3 data only MaritzCX LLC All Rights Reserved

38 Demographics among crafters Crafters Gender Paper (n=3383) Edible (n=3616) Painting Drawing (n=3695) Sewing Fabric (n=3077) Kids (n=3444) Knitting Crochet (n=2662) Beads Jewelry (n=2561) F2. What is your gender? D4. Which of the following best describes where you live? D2. What is your current employment status? Remaining crafters fall in an other bucket Floral Crafting (n=2063) Needle (n=2216) Wood Home Décor (n=2609) Male Female Location Urban Suburban Rural Employment Full-time student Employed PT (<30 hrs/wk) Employed FT (30+ hrs/wk) Seeking work Homemaker Retired Other (n=2274) MaritzCX LLC All Rights Reserved

39 Demographics among crafters Crafters Age (net) F1. What is your age? Paper (n=3383) Edible (n=3616) Painting Drawing (n=3695) Sewing Fabric (n=3077) Kids (n=3444) Knitting Crochet (n=2662) Beads Jewelry (n=2561) Floral Crafting (n=2063) Needle (n=2216) Wood Home Décor (n=2609) (net) (net) Other (n=2274) MaritzCX LLC All Rights Reserved

40 Demographics among crafters Crafters Household size Paper (n=3383) Edible (n=3616) Painting Drawing (n=3695) Sewing Fabric (n=3077) Kids (n=3444) Knitting Crochet (n=2662) Beads Jewelry (n=2561) Floral Crafting (n=2063) Needle (n=2216) Wood Home Décor (n=2609) Mean # adults Mean total HH size Income Under $25K $25K-$50K $50K-$75K $75K-$100K $100K Education Less than high school grad High school grad Some college College degree Advanced degree D1. How many people in your household fall into the following categories? D3. What is the last level of education you have completed? Remaining crafters fall in prefer not to answer D5. Which of the following categories best describes your total annual household income before taxes? Remaining crafters fall in prefer not to answer Other (n=2274) MaritzCX LLC All Rights Reserved

41 Demographics among crafters Crafters Ethnicity Paper (n=3383) Edible (n=3616) Painting Drawing (n=3695) Sewing Fabric (n=3077) S8. Are you Spanish, Hispanic, or Latino? S9. Which of the following describes you? (Please select all that apply) Kids (n=3444) Knitting Crochet (n=2662) Beads Jewelry (n=2561) Floral Crafting (n=2063) Needle (n=2216) Wood Home Décor (n=2609) Hispanic Not Hispanic Race Caucasian/ White African American/ Black American Indian or Alaska Native Asian/ Asian American Native Hawaiian/ Pacific Islander Other Other (n=2274) MaritzCX LLC All Rights Reserved

43 Study Methodology: weighting We are ensuring that the people entering the survey are representative of the US population based on region, gender, and age We then employ a stricter weighting scheme based on additional information: Gender by age Hispanic White Black Own their residence The census bureau population estimates for the above demographics for each state are summed within each region. This ensures that a US state s population proportion of a region is representative not only for the state total population as a whole but by the above demographic measures also. That is, we don t merely ensure that Vermont s portion of the Northeast region is correct, but also Vermont s portion by age, gender, ethnicity, race, and home ownership in the Northeast Region is correct. After the above demographic weighting is done within each region, the regions are weighted to get to their correct proportion of the US total. This weighting process is done within each quarter. Doing the weighting quarterly allows for quarterly or year-to-date reporting if needed. Source: Annual Estimates of the Resident Population by Single Year of Age and Sex for the United States, States, and Puerto Rico Commonwealth: April 1, 2010 to July 1, 2014 Source: U.S. Census Bureau, Population Division Release Date: June MaritzCX LLC All Rights Reserved

Region Breakout Midwest Region: East North Central Division: Illinois, Indiana, Michigan, Ohio and Wisconsin West North Central Division: Iowa, Kansas, Minnesota, Missouri, Nebraska, North Dakota and

44 Region Breakout Midwest Region: East North Central Division: Illinois, Indiana, Michigan, Ohio and Wisconsin West North Central Division: Iowa, Kansas, Minnesota, Missouri, Nebraska, North Dakota and South Dakota Northeast Region: New England Division: Connecticut, Maine, Massachusetts, New Hampshire, Rhode Island and Vermont Middle Atlantic Division: New Jersey, New York and Pennsylvania West Region: Mountain Division: Arizona, Colorado, Idaho, Montana, Nevada, New Mexico, Utah and Wyoming Pacific Division: Alaska, California, Hawaii, Oregon and Washington South Region: South Atlantic Division: Delaware, District of Columbia, Florida, Georgia, Maryland, North Carolina, South Carolina, Virginia and West Virginia East South Central Division: Alabama, Kentucky, Mississippi and Tennessee West South Central Division: Arkansas, Louisiana, Oklahoma and Texas MaritzCX LLC All Rights Reserved

2016 Creative Products Size of the Industry Study

2016 Creative Products Size of the Industry Study Overview Produced in collaboration with Overview 2 The 2016 Creative Products Size of Industry Study is produced by the Association For Creative Industries