Skip to content

Craft supply marketing agency

Growth for online craft supply stores: project-led shopping lists, thousands of low-priced SKUs, resin and glue shipping rules, autumn craft season..

Get your free growth planWhat we do
Craft supply marketing agency: woman making epoxy resin arts and crafts.

How crafters shop from a project they have already seen

A craft supply store sells the ingredients for a project the customer has already pictured. The shopper saw a macrame wall hanging, a resin coaster, a felt garland or a hand-poured candle on a tutorial or a pin, and they arrive with a list in their head: the cord, the wooden ring, the resin and hardener, the pigment, the wick, the wax. If your store makes that list easy to complete in one basket, you win the order. If it does not, they finish the list somewhere else.

The catalogue is the other defining fact. A general craft store carries thousands of items, most of them under the price of a coffee, across paper, adhesives, beads, wire, wood blanks, paint, fabric scraps and seasonal kits. That shape punishes stores that advertise items one at a time and rewards stores that sell projects, bundles and baskets that clear the shipping threshold.

We work with craft supply stores that already sell online and want visitors, conversion rate, order value and repeat purchases to move together. The growth plan is free and written for your store. If you take it further, the fee is flat and monthly.

The purchase starts with an image, not a product. A crafter sees a finished piece on Pinterest, TikTok, YouTube or a blog, decides to make it, and then works backwards to the materials. The first search is usually the project name or the technique, not a brand, and the first question is whether the tutorial's materials list can be bought in one place.

Once on the store, the crafter checks quantities in the units the project uses. Cord by the metre, resin by the millilitre, beads by the pack count, wax by the gram, paper by the sheet or pad. A product page that states the quantity plainly and says roughly how many coasters or candles or bracelets it makes removes the arithmetic that stalls the order.

The next check is whether the cheap items are worth the shipping. A basket of six small items still has to reach the free shipping line, so crafters add a project's worth of supplies rather than a single pack, or they abandon the cart because the postage costs more than the beads.

Seasonality drives a lot of it. Halloween and Christmas making starts in early autumn, school holidays bring kids' craft kits, and wedding and baby crafts run year round. A store that puts the season's projects at the front of the site, weeks before the date, matches how the crafter plans.

Where craft supply stores
lose revenue

The four levers, in this niche.

Visitors

Own the project search, not the material search

The traffic that buys is looking for a project or a technique: how to make resin coasters, macrame plant hanger supplies, candle making kit for beginners. We build collection pages, search ads and organic content around those project names and send them to a page that lists every material with quantities and one add-all button. Material-only searches for glue or beads are mostly price comparison and get a smaller share of the budget.

Conversion rate

Quantities and yield stated on every pack

A crafter deciding between two resin sizes needs to know how many coasters each one pours. A cord buyer needs the metres on the spool and the metres a wall hanging uses. We rewrite product pages to state quantity, yield and what the item pairs with, add a materials-list block to every project page, and make the search on the store tolerant of the informal names crafters use for things.

Average order

The project kit that clears the shipping line

Low price points mean a single item rarely covers shipping. We build project bundles that contain everything the tutorial needs, offer the add-all list on every project page, set the free shipping threshold at a level a project basket reaches, and pair every consumable with the tool it needs, resin with mixing cups and pigment, candle wax with wicks and fragrance.

Repeat purchases

Refill the consumables, then suggest the next project

Resin, wax, glue, paint and paper are used up per project, while moulds, tools and rings last. We track what each customer bought, time a refill reminder to the consumable's likely run-out, and send the next project that uses the tools they already own. Seasonal flows put Halloween and Christmas projects in front of last year's buyers before the season starts.

What we do for
craft supply stores

Five channels, one plan.

Google Shopping and search

Shopping ads for kits and project bundles

Shopping ads for a craft store work best on items with enough price to carry a click: project kits, bulk packs, resin sets, candle making kits, die cutting machines and bundles. Single packs of beads or a bottle of glue cost more to advertise than they earn, so we keep them in the feed for visibility but bid low or exclude them. Campaigns are split by craft rather than by product type, so resin, candle, macrame, paper and kids' craft each have their own budget and search terms. Search ads target project phrases such as how to make a resin tray and send the click to the project page with its materials list, not to a category. Titles carry the quantity and the yield. Autumn budgets move toward Halloween and Christmas kits from September, and kids' craft kits get budget in the weeks before school holidays.

Meta and TikTok

Process videos that end with the materials list

Craft content on TikTok, Instagram and Pinterest is watched by people who intend to make the thing, so the ad that sells is the making itself, sped up, with the finished piece at the end and the materials named on screen. We build ad sets by craft, resin pours, candle making, macrame knotting, paper crafts, and by audience, adults making for their home and parents buying kits for children. Every video links to the project page, where the materials list is one tap from the basket. Pinterest is treated as a search channel, with pins per project that carry the materials list in the description and link straight to the bundle. Retargeting shows the exact project the viewer watched, then the consumables they will run out of first. Seasonal creative starts early, with Halloween projects in September and Christmas projects in October.

Merchant Center and the feed

Grouping thousands of small items in the feed

A craft feed has thousands of low-priced items in colour and size variants, and the job is to group them so Merchant Center and the campaigns can make sense of them. Colour variants of the same bead, cord or paper share an item group id so they are treated as one product with options. Titles lead with the item, then the quantity and the size, so a pack of 50 wooden rings 70 mm is not confused with 10 rings 35 mm. Unit pricing per metre, per gram or per millilitre is set on cord, wax, resin and glue so the price is comparable. Bundles and kits are marked as bundles with their own title. Custom labels tag the craft, resin, candle, paper, kids, and the margin band, so bids follow both. Aerosol sprays and flammable adhesives carry accurate shipping weight and restrictions and are excluded where they cannot ship.

SEO and AI search

Project pages that assistants can quote

Crafters ask assistants what glue works on felt, how much resin a coaster needs, which wax suits a container candle, what cord thickness a macrame wall hanging uses, and how to keep resin from bubbling. Assistants answer from pages that state a number and a reason plainly, so we write a project guide per popular make with the materials list and quantities, a materials page per consumable that says what it works with and what it does not, and a section on every product page that names the projects it suits. Collection pages are organised by craft and by project, so the resin collection holds the coaster, tray and jewellery projects, not just the bottles. The informal names crafters use for items are written into the pages so the search on the store and the assistant both find them.

Email and SMS

Refills timed to the project, projects timed to the season

The craft email programme runs on two clocks. The first is the consumable: a customer who bought a litre of resin, a kilo of wax or a pack of glue sticks gets a refill reminder timed to how much a project uses, with the pigment or wick they bought alongside it. The second is the season: last year's Halloween and Christmas buyers hear about this year's projects in early autumn, parents hear about holiday kits before school breaks, and wedding crafters get the projects that match the date they gave. Every welcome flow asks which crafts the customer does and routes them to project content for those crafts only, so a candle maker never receives macrame. Post-purchase flows send the tutorial for the project the customer bought and suggest the next one that uses the same tools. SMS is limited to restock notices and seasonal cut-off dates.

First three fixes

What the plan usually starts with for craft supply stores.

  1. Fix the missing materials list

    If a project page shows the finished piece but makes the crafter find each item, most will finish the list elsewhere. Add a materials list with quantities and an add-all button to every project page, and link every product to the projects it belongs to.

  2. Fix the single-item basket

    A pack of beads on its own loses money after shipping. Build bundles per project, set a threshold a project basket reaches, and pair each consumable with the tool it needs, so the order is a project, not an item.

  3. Fix the flammable shipping surprise

    Aerosol sprays, solvent glues and some resins cannot ship by every carrier or to every region. State it on the product page, set the shipping rules by product, and exclude those items from ads in regions they cannot reach, so nobody finds out at checkout.

Questions from craft supply stores

Yes, if the ads sell projects and bundles rather than single packs. We keep single items in the feed for visibility but put budget behind kits, bulk packs and project bundles that carry a click, and we build the store so a cheap item is rarely bought alone. Organic and Pinterest carry the long tail of materials searches.

Aerosol sprays, solvent-based glues and cements, some resins and hardeners, and any product classed as flammable or hazardous can be limited to ground shipping or barred from certain regions. We check each line against current carrier rules, state the restriction on the page, and set shipping and ad exclusions by product.

Crafters make well before the date, so Halloween projects should be live and promoted by early September and Christmas projects by early October. The project pages stay published year round so they rank ahead of the season, and email goes to last year's seasonal buyers first.

We collect the informal terms from search logs, support questions and community posts, write them into product and project pages, and add them as synonyms to the search on the store. A shopper who types the name a tutorial used should land on the right item without knowing the supplier's name for it.

Consumables: resin, wax, wick, glue, paint, paper and cord. Tools, moulds and rings last, so the repeat flow reminds customers to refill what they used and suggests the next project that uses the tools they own. Seasonal buyers return each year if the store reaches them before the season.

Other hobby & specialty stores we work with

Send your craft supply store store.

The plan says which lever is leaking and what to fix first, for your store as it is today.

Store, name, email and phone. A person replies from a real inbox. Privacy

Get your free growth plan