2018 Studies


Artist & Art Materials Study

NAMTA’s 2018, tri-annual Artist and Art Materials Survey represents the fourth in a series of valuable survey data about the Art Materials business and its customers. The Study features the responses of more than 7,000 artists in the USA and Canada, including information on questions regarding artworks created, art materials, content use, social media, spending by product category and retail channel, feedback for retailers, demographics, and returning to art. The survey, which is the fourth of the tri-annual series dating back to 2009, was conducted in the fourth quarter of 2017 for NAMTA by The Olinger Group of New Orleans. The results of the 2009, 2012 and 2015 surveys are available on the Resource page of namta.org.

The 2018 Artist & Art Materials Study survey data is packaged in three reports, each of which is free to download for NAMTA members.

Tables and Trending

This document contains the survey results and break down the overall data into several categories:

  • U.S.
  • Canada
  • Student
  • Hobbyist
  • Professional  

Though this constitutes the fourth wave of a tracking study, results for 2009 were not segmented in a way so that they could be used for comparisons.  In some instances, question wordings in previous years were similar to but not directly comparable with question wordings for the 2018 study. Where possible the data is compared to the 2015 and 2012 surveys. 

Artists & Art Materials Survey Report

Packaged into a PowerPoint presentation, this document does not follow the numerical order of the survey but instead provides insights into some interesting data points from the survey.

Artists & Art Materials Survey Comments

Often, the survey comments provided by respondents can provide information that equals or surpasses in value the actual survey data. The 2018 Artists & Art Materials Survey has more than 20,000 responses and/or comments from 18 questions where respondents were asked to – or could – include additional information. When you download and open this document you will see the “Question Numbers” across the bottom of the spreadsheet. Just click on those tabs to open the response/comment report for that question.  If you elect to print these responses be aware that many of the question responses are 25 to 100 pages long.



Retailer Study

NAMTA’s 2018 Retailer Study, the second piece of the association’s tri-annual Artist and Art Materials Survey. 

Conducted by The Olinger Group of New Orleans, the study is the fourth report of art materials retailer research (previously studies were done in 2009, 2012, 2015) designed to identify and monitor current and future trends in the art industry.

Both US (153) and Canadian (15) art materials retailers participated in the study, which was conducted between February 15 and March 9 of 2018.


The 36-page report is free to NAMTA members. Click here to download now.

Among the Retailer Study’s findings are:

  • Art supplies, craft supplies, and framing supplies & services remain the major sources of revenue for retailers.
  • A large majority of participating retailers were relatively small with 1 or 2 locations and 6 or fewer employees.
  • The trend toward using online resources, including social media, continues with continued mixed results concerning the effectiveness of the marketing efforts.
  • Retailers are most likely to use social media to announce new products, sales & promotions, and events, classes & workshops.
  • Retailers continue to want suppliers to provide more samples and more product support information.
  • The factors that retailers see as their greatest strengths are a friendly and knowledgeable staff and offering a wide selection of art supplies.
  • A little over half of retailers’ budget for marketing expenses, and the percentage budgeted is most frequently 5% or less.
  • Online competition is by far the most frequently mentioned obstacle that retailers perceive to be keeping them from doing as well as they would like.
  • Art supplies, craft supplies, and framing supplies & services remain the major sources of revenue for retailers.
  • A large majority of participating retailers were relatively small with 1 or 2 locations and 6 or fewer employees.
  • The trend toward using online resources, including social media, continues with continued mixed results concerning the effectiveness of the marketing efforts.
  • Retailers are most likely to use social media to announce new products, sales & promotions, and events, classes & workshops.
  • Retailers continue to want suppliers to provide more samples and more product support information.
  • The factors that retailers see as their greatest strengths are a friendly and knowledgeable staff and offering a wide selection of art supplies.
  • A little over half of retailers’ budget for marketing expenses, and the percentage budgeted is most frequently 5% or less.
  • Online competition is by far the most frequently mentioned obstacle that retailers perceive to be keeping them from doing as well as they would like.
  • After a 2014 spike, sales levels in 2017 returned to levels similar to those found pre-2014.
  • Over the past 3 years, about half of retailers’ report increased sales, however, the percentage reporting relatively large increases in 2017 was high.
  • In 2017, the percentage of gross sales from art supplies dipped noticeably – another reporting period will be needed before classifying this as a “trend.”
  • Drawing materials, pads, paper & journals, and brushes were the three top selling art supply items in 2017.
  • Well over half of retailers reported that sales of drawing materials increased in 2017.
  • After a 2014 spike, sales levels in 2017 returned to levels similar to those found pre-2014.
  • Over the past 3 years, about half of retailers’ report increased sales, however, the percentage reporting relatively large increases in 2017 was high.
  • In 2017, the percentage of gross sales from art supplies dipped noticeably – another reporting period will be needed before classifying this as a “trend.”
  • Drawing materials, pads, paper & journals, and brushes were the three top selling art supply items in 2017.
  • Well over half of retailers reported that sales of drawing materials increased in 2017.

 


If you have any questions regarding the information or you have difficulty in downloading the reports please contact Karen Brown at NAMTA – [email protected] or 704-892-6244.