Knitting. Crocheting. Embroidery.

Crafting hobbies like these have stereotypically been associated with retirees and grandmas, but this category of pastime has been finding a new audience in a chronically online group that’s eager to get offline: Gen Z.

Budding crafters in their 20s have flocked to “grandma-core” hobbies like needlepoint or scrapbooking as a way to digitally detox in a constantly online world – and it’s selling. The Wall Street Journal reported that needlepoint canvas and cross-stitch pattern sales were nearly double this May compared with last year. Crochet kit company The Woobles landed itself in the top 20 of last year’s Inc. 5000 list of the fastest-growing private companies in the U.S. It’s even become a trendy aesthetic in the design world, with a style that embraces eclectic décor and a cluttered but cozy atmosphere.

ASI Research’s recent study on end-buyers – and forthcoming data on consumers – revealed just a few of the significant differences between Gen Z and other demographics when it comes to promotional products, starting with the fact that they call it merch, not promo.

But speaking more broadly, Gen Z is more likely than other generations to keep promo items that they find both useful and attractive – which is where a branded craft kit, something both cute and activity-based, could come in handy for an upcoming promo campaign targeting college students or young professionals.

Here are a few ideas for appealing to Gen Z’s newfound love of grandma-core.

Host a “Stitch & Shop”-Style Event

Bring together small businesses or several of your more nearby clients for a “Stitch & Shop” event at the local community center, park or library. Advertise a free crochet kit – branded, of course, with the logos of attending businesses – to attendees who visit at least five vendors to browse.

Bonus Points: Provide chairs and free snacks to encourage attendees to stick around, mingle with business owners and complete their crochet creation while at the event.

DIY beginners’ crochet kit (EI038) from LH Promos (asi/65961)

Find on ESP Find on ESP+

A Scrapbooking Campus Pop-Up

Make a splash with a pop-up at your client’s closest college campus featuring custom washi tape, stickers or scrapbook paper. Students can spend a few minutes crafting a scrapbook page with the branded goods and an assortment of magazine cutouts.

Bonus Points: Add a (branded!) photo backdrop and a Polaroid onsite so participants can snap a cute photo to add to their creation – making it more likely they’ll put it on display back in their dorm rooms.

Customizable washi tape (GOD1012) from Goldentop Gifts Corp (asi/79532)

Find on ESP Find on ESP+

Sponsor a Crafting Class

Suggest that a client partner with a local art studio, knitting group or the like offer a beginner-level crafting class either for college students or community members. The branding opportunities are endless – cross-stitch hooks, paintbrushes, beading kits and more.

Bonus Points: Create themed goodie bags for class attendees who also make a purchase from the host studio or sign up for the sponsoring client’s service.

Paintbrush set (MYS0560) from Easy Get Promos (asi/51512)

Find on ESP Find on ESP+

Keep the Focus on Life Skills

If this trend seems a little silly, keep the focus on an important skill for, well, anyone: sewing. With thrifting clothing and a more DIY style always popular among Gen Z, a simple sewing kit with a needle and thread could go a long way for brand engagement if given out at vintage pop-ups or markets.

Bonus Points: Host a fun booth at one of those pop-ups focused on teaching attendees how to mend clothing or patch up their newfound finds.

Mini-travel sewing kit (CC535) from Branding Your Brand (asi/90200)

Find on ESP Find on ESP+

Product Hub
Find the latest in quality products, must-know trends and fresh ideas for upcoming end-buyer campaigns.