🧶 Craft Work: On a Joann's bankruptcy and the struggling retail craft market

The internet says Joann fabrics is going to declare bankruptcy, putting a huge market of individual crafters without access to in-person retail craft spaces into a tailspin. It’s likely they will ask their creditors to restructure their debt, making them able to keep some stores open. The whole market relies heavily on in-person shopping (it’s a textural and sensory shopping experience, which is the point!) and hasn’t pivoted well to e-commerce.

This is one of my favorite pet subjects. Globally, the arts and crafts market overwhelmingly caters to women and children and it’s HUGE, commanding a very dedicated and loyal customer base. And still, it struggles.

Despite an influx of crafters during the shutdown, retail craft stores have struggled to strike a balance between sustainable e-commerce and in-person retail strategies. Other issues: For months after the pandemic, the Joann’s in my neighborhood struggled to keep the place stocked and staffed, exacerbated by skyrocketing shipping costs and shifts in the retail worker market after the shutdowns. Kids went back to school, cooling the market for arts and crafts activities on which to spend their time. And with lagging incomes and cost of living increases eating into people’s spending money, customers just don’t have the bandwidth they may be used to.

In my experience, customers don’t love shopping at a Michaels or a Joann’s, but they appreciate the ability to get what they need, mostly on demand, and to do so in-person where you can handle the materials before you buy them. Fiber arts people, for example, put a lot of importance on the weight, texture and color of their tools and materials - and for good reason! Pleasant tools make for a pleasant experience - and for pleasant outcomes. Indie retailers corner this market by keeping inventory low, building relationships with customers, creating affinity using social media marketing and by nurturing community with digital learning and forums. Crafters from around the world can share tricks, tools, patterns and finished items with like-minded people. The large-scale retailers can’t compete with that and haven’t really tried.

It’s unclear what’s next, but I’m thinking of all the people who live in places that can’t sustain a standalone fabric or yarn store. Rural makers can sometimes find tools and materials in resale markets like Facebook Marketplace, and sometimes you can find decent stuff at the local flea, or at specialty shop, such as a small machine repair shop that works on sewing machines. A lot of those folks won’t have a store to go to, and will have to travel to shop in person or resort to online retailers that don’t meet their needs.