PaperAngel
Prolific Pea
Posts: 7,923
Jun 27, 2014 23:04:06 GMT
|
Post by PaperAngel on Oct 23, 2023 19:36:47 GMT
Please share your perception/definition of the papercrafting industry's target audience, aka the "average scrapper." TIA.
|
|
|
Post by 950nancy on Oct 23, 2023 19:55:47 GMT
I'd say the average scrapper is one who has been doing it for a few years, has invested money into it (enough to keep doing it), and one who is happy with CM, CTMH, and other such companies. They might also be stampers. They are not the people who (over)spend on tools, techniques, and are wanting something new in the different lines other than, "My kid lost a tooth and I'd like that paper. I really don't think there is a specific age or number of years. Lots of people have one style and keep with it. Love to hear what others think. I don't think I am an average scrapper due to my (un)healthy attachment to tools and paper. Really above average there.
|
|
|
Post by caspad on Oct 23, 2023 20:00:14 GMT
the person who shops at the big box stores or through a consultant for the most part who mostly does their scrapping at an in-person crop who probably scraps Halloween and Christmas but haven't heard of October or December Daily who doesn't know who Ali, Heidi, or Shimelle are or SC, CD, CT, ACOT and SB.com
when I go to crops I would say that fits at least 70% of the people and they are so productive and happy and good at using what they have instead of me who is agonizing over the placement of a sticker or the shade of red in my cardstock :P
|
|
|
Post by Night Owl on Oct 23, 2023 20:20:41 GMT
I scrapbooked for years before I had a child and one woman at a crop asked me why I was scrapbooking if I didn't have kids.
So I do think the scrapbook industry's target audience is a Mom or Grandma who wants to scrapbook kid pics and likes using themed collections.
|
|
|
Post by mbanda on Oct 23, 2023 20:41:11 GMT
I feel like part of me identifies as being an "average scrapper" in that I like themed collections and pre-made titles and embellishments (like Paper Wizard) and putting multiple photos on a page. I also tend to use sketches as a jumping off point and like to use multiple pattern papers on my layouts. I don't have a ton of layouts that are focused on just one picture or are not around an event or trip, etc.
Where I feel like I'm not the "average scrapper" is I spend a good deal of time immersing myself in the "scrapbook world" like knowing who the players are in scrapbooking, knowing gossip about people in the industry (Beggy Higgins, etc), spending time here on the board, watching lots of YouTube process videos, going to conventions and taking classes. I do like to learn new techniques and get new ideas so I follow lots of makers on Instagram & Facebook as well. I shop primarily online at scrapbook specific websites. I like to buy all the tools, etc as well and have a dedicated craft room.
The ladies I crop with twice a year have no idea about what is going on in the industry nor do they watch videos or do techniques on their pages (like mixed media, etc). They do have a ton of supplies though. They also all have Cricut machines and utilize them on their pages. I have a Silhouette but honestly don't use it as much as I could.
So am I average...who knows??
|
|
|
Post by joblackford on Oct 23, 2023 20:48:52 GMT
I would say a mom or a grandma scrapping their family’s (kids’) photos, mostly events, family get-togethers, and trips. I think many are buying papers at a big box store to go with particular photos, whether that’s a theme or color scheme.
I have no idea how many of them there are these days. I suspect there are a lot of “lapsed” scrapbookers who have albums they’re behind on, wondering if they’ll have time to finish them when they retire or if they even care now that Facebook is their scrapbook.
As to how many go to crops - I think that might be more split than we think. I had never heard of crops when I started paper scrapping in the US and could never imagine dragging my stuff somewhere to do the thing that would be so much easier to do at home. But I also had nothing to do with any of the MLMs and I’m an introvert homebody living in the west. I suspect some areas in the Middle hold a denser population of “average” scrapbookers.
I always felt non-average (not American, averse to earnest sentimental displays of love, married but childless by choice, atheist, and frugal) and not very much in magazines or big box stores spoke to me, although over 20 years things have shifted a little.
|
|
Shakti
Pearl Clutcher
Troubled, complicated, and constant
Posts: 3,204
Member is Online
Oct 30, 2022 23:42:30 GMT
|
Post by Shakti on Oct 23, 2023 21:30:09 GMT
the person who shops at the big box stores or through a consultant for the most part who mostly does their scrapping at an in-person crop That was SO ME twenty years ago! Tiny humans are a great reason to scrapbook. Let me tell you, though, those tiny humans at home make going to the CM advisor's house after dinner to crop and socialize and leave DH on bedtime duty was the real motivation! Which is probably why I never finished a project and got fired by my advisor....
|
|
|
Post by papersilly on Oct 23, 2023 21:49:12 GMT
this is who i think the industry perceives as the average scrapper: -buys layout kits -does not have any complex tools like electric die cut machines -does not have dies or manual die machine -uses what can easily be purchased at a big box store -does not use stamps or have ink pads
|
|
breetheflea
Drama Llama
Posts: 6,460
Location: PNW
Jul 20, 2014 21:57:23 GMT
|
Post by breetheflea on Oct 23, 2023 22:06:55 GMT
this is who i think the industry perceives as the average scrapper: -buys layout kits -does not have any complex tools like electric die cut machines -does not have dies or manual die machine -uses what can easily be purchased at a big box store -does not use stamps or have ink pads and really really really likes pink, florals, and 1950s kitchen appliances
|
|
|
Post by BSnyder on Oct 23, 2023 22:48:43 GMT
this is who i think the industry perceives as the average scrapper: -buys layout kits -does not have any complex tools like electric die cut machines -does not have dies or manual die machine -uses what can easily be purchased at a big box store -does not use stamps or have ink pads and really really really likes pink, florals, and 1950s kitchen appliances I live in a scrapbooking bubble, but I’ll add that it seems the mainstream manufacturers believe these things about the average scrapbooker. -They only have amazing and wonderful, happy shiny days/lives. -They only scrapbook women and girls who do the most stereotypical feminine things. -They only scrap men and boys who hunt, use tools, play video games, or ride skateboards, wearing the narrowest range of colors possible. -They only scrap young children that are sweet princesses or handsome princes and these children only wear and play with pink or blue items. Or, they have teens that talk like they were raised the 80s and 90s. The girls only like rainbows and the boys only like white and black checkered patterns. -All their girls are pretty and their boys are strong. -They would have no idea what to do with a scrapbook line what wasn’t precisely prescribed for a specific, narrow theme or topic.
|
|
|
Post by Linda on Oct 23, 2023 23:01:40 GMT
I think the average scrapper is either scrapping as a social outlet (via crops/consultants) or for a finite project (children, graduation/school, wedding, baby, trip, Christmas etc...). It's more memory keeping than art and they're mostly shopping either through consultants or big box stores. It's a hobby but not a HOBBY if that makes sense.
I think many of us started out as average scrappers but we got sucked into the scrapbooking vortex of forums and youtubes and celebrities and products and techniques and FOMO etc...
There is absolutely nothing wrong with being an average scrapper or someone who dabbles in scrapbooking or papercrafting among other hobbies/interests. I think sometimes average feels like a negative but I don't think it should be. Within any hobby, they are people who try it and decide it's not for them, people who get involved but not heavily and/or for a long time, and people who throw themselves into it as a longterm interest - and even there interest ebbs and flows.
|
|
FurryP
Drama Llama
To pea or not to pea...
Posts: 7,249
Site Supporter
Jun 26, 2014 19:58:26 GMT
|
Post by FurryP on Oct 23, 2023 23:12:50 GMT
I think they might be a SAHM too. Or maybe it was back when this incident happened. On the CK board, more than once I saw someone posting something to the effect: "DH is letting me get______________ (fill in the blank).
The first time I saw that it felt really weird. As if they were a child getting permission from their parent to buy somethng. I get it that spouses consult each other on expenses, but written like that was just icky to me.
|
|
|
Post by artisticscrapper on Oct 24, 2023 1:18:08 GMT
Many companies tend to think all scrappers are the same.
They think there is little diversity in scrapping. They think:
We all speak English We are all white We all have healthy families who have no diseases or disabilities We are all heterosexual/cis gender We all belong to the upper middle class We are all Protestants
We may be some or many of these things but I know we do have diversity here. Too bad many companies don’t or won’t embrace that.
|
|
|
Post by 950nancy on Oct 24, 2023 2:09:02 GMT
I think they might be a SAHM too. Or maybe it was back when this incident happened. On the CK board, more than once I saw someone posting something to the effect: "DH is letting me get______________ (fill in the blank). The first time I saw that it felt really weird. As if they were a child getting permission from their parent to buy somethng. I get it that spouses consult each other on expenses, but written like that was just icky to me. I don't know why this bothers me as much as it does. I get each relationship is different and we all communicate differently (maybe the husband makes comments like that too), but I hate it when people say they have to ask permission. Now if my husband was building me an actual building for scrapping, I might give him kiddos for THAT, but honestly anything short of that I am going to just say I purchased, saved for, ordered, etc. I find it really abundant in the FB page for Hobby Lobby.
|
|
breetheflea
Drama Llama
Posts: 6,460
Location: PNW
Jul 20, 2014 21:57:23 GMT
|
Post by breetheflea on Oct 24, 2023 2:12:52 GMT
I think they might be a SAHM too. Or maybe it was back when this incident happened. On the CK board, more than once I saw someone posting something to the effect: "DH is letting me get______________ (fill in the blank). The first time I saw that it felt really weird. As if they were a child getting permission from their parent to buy somethng. I get it that spouses consult each other on expenses, but written like that was just icky to me. I don't know why this bothers me as much as it does. I get each relationship is different and we all communicate differently (maybe the husband makes comments like that too), but I hate it when people say they have to ask permission. Now if my husband was building me an actual building for scrapping, I might give him kiddos for THAT, but honestly anything short of that I am going to just say I purchased, saved for, ordered, etc. I find it really abundant in the FB page for Hobby Lobby. Or hiding the supplies/receipts from the husband, which I think it's supposed to be funny... but isn't.
|
|
|
Post by judyc on Oct 24, 2023 2:20:16 GMT
Good question and good answers too ! I totally agree with most of what's been said. But if you aren't an 'average' scrapper, you've been sucked into the vortex, what does that make you? A savvy scrapper? A next level scrapper? Advanced scrapper?
|
|
pantsonfire
Drama Llama
Take a step back, evaluate what is important, and enjoy your life with those who you love.
Posts: 6,169
Jun 19, 2022 16:48:04 GMT
|
Post by pantsonfire on Oct 24, 2023 2:42:46 GMT
To me one who does it simply for photo keeping. They don't bother with the latest and greatest. They don't buy new things or try new things. Photo heavy layouts. Double page layouts. Very themed.
|
|
pantsonfire
Drama Llama
Take a step back, evaluate what is important, and enjoy your life with those who you love.
Posts: 6,169
Jun 19, 2022 16:48:04 GMT
|
Post by pantsonfire on Oct 24, 2023 2:43:28 GMT
Good question and good answers too ! I totally agree with most of what's been said. But if you aren't an 'average' scrapper, you've been sucked into the vortex, what does that make you? A savvy scrapper? A next level scrapper? Advanced scrapper? Modern Scrapper? Up to date Scrapper? Social Media Scrapper?
|
|
|
Post by Linda on Oct 24, 2023 3:06:37 GMT
I don't know why this bothers me as much as it does. I get each relationship is different and we all communicate differently (maybe the husband makes comments like that too), but I hate it when people say they have to ask permission. Now if my husband was building me an actual building for scrapping, I might give him kiddos for THAT, but honestly anything short of that I am going to just say I purchased, saved for, ordered, etc. I find it really abundant in the FB page for Hobby Lobby. Or hiding the supplies/receipts from the husband, which I think it's supposed to be funny... but isn't. I'm a sahm who usually asks for extra money or for DH to pay for my larger scrappy purchases. Not because I need permission but because we have separate accounts and that's just how money is handled here. I can't remember a single instance when he's said no (now when we were young and broke my requests needed to coincide with tax return season but that was a financial reality). We also don't do the hiding of supplies or receipts here. He spends much more on his hobbies than I do on mine but the basic rule here is are the bills paid? do we have groceries? can we cover the purchase without using credit? then we're good. BUT every marriage is different and I know there are people who would judge us for separate accounts and because I have to 'ask' for extra spending money so I try not to judge others especially since there's often a whole lot of background we're not privy when reading online etc....
|
|
|
Post by caspad on Oct 24, 2023 14:35:27 GMT
Good question and good answers too ! I totally agree with most of what's been said. But if you aren't an 'average' scrapper, you've been sucked into the vortex, what does that make you? A savvy scrapper? A next level scrapper? Advanced scrapper? A Pea! Having listened to lots of Simple Scrapper podcast episodes, it seems many of the guests were introduced to scrapping through a home party or family member and then found 2 Peas at some point which changed the trajectory of their hobby.
|
|
|
Post by grammadee on Oct 24, 2023 14:54:08 GMT
PaperAngel, are you asking for who WE think is the average scrapper? Or who the INDUSTRY is targeting? I have often said that there is probably no one person who represents "the average scrapper". We all have our own reasons to scrap, our own style, our own preferences, but from what I see on line I have a mental picture of who that is. Let's call her JANE SCRAPS. (And yes, don, Jane is a "she") *Jane is pushing (or well past) 50. *She has a stash of supplies and tools which may vary from one Iris case to a room the size of a warehouse. *Jane has some definite reason for scrapbooking, either to document the past or present for herself or others, or to enjoy/relax into the artistic process. Maybe it's her way to interact with people, or to keep her mind and hands active by learning new techniques. Sometimes she achieves more than one of these purposes at the same time. *She purchases papers and supplies (or digi products) that suit that purpose. *Jane is a visual person. She takes alot of photos. And she is drawn to colour and design. *She scrapbooks when she can, and thinks about it when she can't. It gives here satisfaction to complete a page or a project. *She always has some pictures or stories she wants to scrap "when she has time". I have not included card makers in this profile, although many of us also make cards. The manufacturers see their aging clientele and are trying to not only meet our needs/wants, but to develop new devotees to paper crafts. They don't want to drop their "tried and true" products for fear of losing Jane. (although they seem to forget that Jane wants to scrap herself as she IS, not as her own grandmother used to be). And although developing new and different lines and tools and techniques is risky, they want to grab up any youngsters out there. Sometimes a new line that looks like a repeat of an older one is just an attempt to entice both those groups.
|
|
|
Post by don on Oct 24, 2023 16:03:29 GMT
|
|
|
Post by ScrapbookMyLife on Oct 24, 2023 16:18:21 GMT
Based on some of the commentary here, I qualify as an "average scrapper".......but I don't feel like I am "average".
I am definitely NOT trendy. I don't purposely jump on the latest and great bandwagon. I use scrapbook products that *I* like and think are cute. New or old and everything in-between. I never buy a whole line of products.
I've been scrapbooking since 1996. I know about the majority of scrapbook companies, product designers, stores, and message boards...that have come and gone over the year or that are still thriving. I know who the majority of the self appointed *scrapbook celebrity* and scrapbook fan appointed *scrapbook celebrity* scrapbookers are. I know who the *thrives on drama* scrapbookers are. I know who the *always asking for money* scrapbookers are. I know which scrapbookers, product designers and company owners who have have had controversies, at one time or another.....or always always desperate for attention. I know which scrapbook *celebrities* who have been caught or reported on...having mean girl or boy behavior. I am well aware of the many, many, many, many, etc.... old two pea board drama's and the one's on this *new* two peas message board.
I love a lot of the old-School styles (matting photos, frames, stickers, patterned paper, double page layouts, double sided squares or tape).
I don't care or worry about what anyone else thinks, about my scrapbook style (or how I live my life). I do what I like and what makes me happy. I am usually "in the know" in regards to the scrapbook industry, thanks to this message board (and the old two peas), instagram and facebook. I am quite okay with being *average*, old-School and doing my own thing.
There are many ways and styles of scrapbooking. There is no right or wrong. To each, their own. If you're happy with the scrapbook style you are doing and the products you are using, then I am happy for you. I hope everyone feels that way about me and my scrapbook style and the products I use.
Happy Scrapbooking everyone!
|
|
|
Post by papersilly on Oct 24, 2023 16:52:56 GMT
and really really really likes pink, florals, and 1950s kitchen appliances the gateway drugs to the world of scrapbooking. LOL.
|
|
PaperAngel
Prolific Pea
Posts: 7,923
Jun 27, 2014 23:04:06 GMT
|
Post by PaperAngel on Oct 25, 2023 5:28:35 GMT
PaperAngel , are you asking for who WE think is the average scrapper? Or who the INDUSTRY is targeting? ... Theoretically, it should be the same. However, if you think the industry & its customers define the target audience, aka "average scrapper," differently, then please share both perspectives. TIA.
|
|
|
Post by wordyphotogbabe on Oct 25, 2023 16:54:33 GMT
I would say my mom is the target demographic. She is a white middle class Christian straight married mother & grandmother with disposable income. She attends in-person crops & expos and belongs to one kit club. She has quite a lot of supplies but they are all very basic and most can be bought at big box stores. All of her pages are alike: coordinating two-page spreads with a single kit, a handful of matted photos, a title, no journaling, and a few stickers or other small embellishments. She knows a couple of the biggest scrapbook celebrities/designers by name but doesn't follow any on social media, belong to any scrapbook forums, etc. Everything that she buys is based on her personal likes or photos as she doesn't pay attention to designers, lines, or manufacturers. She doesn't do mixed media at all. She also makes lots of cards, and that's where she uses her sizable stamp collection. Did I get close?
|
|
|
Post by papersilly on Oct 25, 2023 17:22:07 GMT
PaperAngel , are you asking for who WE think is the average scrapper? Or who the INDUSTRY is targeting? ... Theoretically, it should be the same. However, if you think the industry & its customers define the target audience, aka "average scrapper," differently, then please share both perspectives. TIA. sorry to hijack but here's my 2 cents. i think there are differing segments of the overall SB industry and they target different segments of the scrapbook consumer population. there are the entry level manufacturers who sell main stream supplies to big box stores. they produce items and designs that cater to the casual or beginner average scrapper. these average scrappers don't have dedicated SB spaces with lots of specialized supplies. they probably enjoy SBing but don't devote hours to it or have it as their main hobby. they don't know SB celebs or wait with anticipation for new designs to come out. they don't attend crops or follow any SB youtubers. they probably do projects for a specific event or gift giving purpose. then there the segment industry manufacturers that sell to the seasoned SBer. when you say WE, i think this is who they cater to. WE probably have a ton of supplies, our skill level and knowledge have evolved, and we are more discerning about the supplies we buy today because we bought anything and everything during the SB heyday. we probably spend more than the average scrapper. our projects are probably more detailed so we think we need those special supplies.
|
|
|
Post by BSnyder on Oct 25, 2023 17:34:39 GMT
Interesting... Although scrapbooking is but a narrow piece of this data, which is about 5 years old and I can't see that original data. The 42% being aged 18-34 was good news for the industry. The pieces that make me know that I am clearly not an "average" scrapbooker are: -72% of paper crafters buy supplies in store, 6% buy outside a physical store, and 22% buy both ways. (But almost all crafters are researching supplies and tools online prior to purchase, no matter where they buy!) I rarely buy in store and haven't for years.-49% only purchased what they needed for their current project. However, 15% stocked up, and 36% did a bit of both. My craft room says I'm a 15%er. lol
|
|
craftymom101
Pearl Clutcher
Posts: 3,789
Jul 31, 2014 5:23:25 GMT
|
Post by craftymom101 on Oct 25, 2023 18:57:04 GMT
@bsnyder I hopped on to agree with you, that I only buy online, however, I do pick up product from the Joann's Designer Destination collections in-store. I don't think I have purchased any other scrapbooking supplies in-store since before the pandemic... I was a weekly Tuesday Morning shopper.
My stash also says I'm a "15%-er" and stock up. I have enough supplies to last me several lifetimes!
|
|
|
Post by don on Oct 25, 2023 20:15:29 GMT
@bsnyder According to the latest official figures, 43% of all statistics are totally worthless, and the rest are figures published too late to be of any use.
|
|