Adults across the United States are increasingly engaging in crafty activities reminiscent of their childhood as a way to lessen their stress and find their happy place.
Studies have shown that crafting and related activities can reduce the chance of developing “mild cognitive impairments” by up to 50%. This benefit is in addition to the commonly cited benefits of crafting: easing stress and increasing happiness, along with being a coping mechanism for those who suffer from anxiety and depression.
The reason, according to psychologist Mihaly Csikszentmihalyi, is that while crafting the participant’s existence outside of the activity becomes “temporarily suspended,” allowing for a period of respite that aids in the person returning to a more neutral mental state. “He doesn't have enough attention left over to monitor how his body feels, or his problems at home,” Csikszentmihalyi said in a TED talk while speaking of a person performing a craft. “He can't feel if he's hungry or tired. His body disappears.”
Coloring books are the biggest example of the adult crafting trend. Per Nielsen Bookscan, about 12 million adult coloring books were sold in 2015. For instance, Michaels carries “over 150 coloring book titles now, and we've seen a great customer response – so great that we've pushed out into other surfaces that people can color on: T-shirts, playhouses, and canvases,” says Stephen Carlotti, executive vice president of the craft store chain.
As when any trend comes about, expanding service offerings is the key in growing what could be a short fad into a longer-lasting, full-fledged marketplace. Within franchising, one area the adult crafting pastime has taken hold is painting classes, sometimes referred to as “paint and sip” franchises.
Friends. Wine. Paint. Crafting has become a social activity for grown-ups. A way to unwind, relax or celebrate in a different (and typically not-too-expensive) way. Traditionally the domain of kids’ birthday parties and summer camps, painting and other crafting class providers are expanding their services to customers of all ages by tweaking their established formulas to accommodate more mature markets.
According to the NPD Group, painting nights and related entertainment activities will continue to expand for the foreseeable future – and not just for the private consumer market segment. Corporate consumers looking for ways to keep their employees engaged with their workplaces will also be a target market for these programs.
Why is this franchise industry segment so attractive to franchisees and their customers? “They want to do something for themselves, and something that’s fun,” marketing manager of Pinot’s Palette Jacqueline Deavenport said in a Forbes article. “[The franchisee’s] role is to have a party every night — and that’s attractive to people leaving the corporate sector. And everyone wants to do something new and fun, so for patrons, this is a little different.”
If you’re interested in this unique and fun franchise niche, one franchise program in this area is the Palette Up! Adult Soiree, a part of the dual concept KidzArt franchise opportunity.