Between crochet, journaling, baking, and knitting, more and more young Americans are rediscovering activities once thought to belong to retirement. In contrast to the hyperconnected pace of everyday life, they’re choosing the quiet of embroidery over the noise of social media.
Affectionately dubbed “granny core” or “grandma hobbies,” these traditional pastimes are turning into a true lifestyle movement. Gen Zers are meeting in crafting circles, swapping scrapbooking tips, and finding joy in activities they might once have dismissed as “for old people.”
Those who’ve embraced these slower, hands-on hobbies speak of a search for balance. Some say they stumbled upon junk journaling a creative twist on scrapbooking that blends photos, decorations, writing, and collage, as a way to slow down and find comfort in routine. Even on the busiest days, knowing they can come home and unwind with a calming activity gives them a sense of well-being.
According to Eventbrite, an online platform for creating and promoting events, this return to analog creativity reflects a broader desire for authentic connection. From 2023 to 2024, events focused on scrapbooking and journaling have seen a real boom, with attendance doubling in just one year.
The market is responding as well; Shopify, an e-commerce platform that allows anyone to create and manage an online store, reported that in May alone, sales of cross-stitch patterns rose by 89% compared to the previous year, while embroidered canvas sales were up 88%. A Mintel survey of 2,000 U.S. adults found that 71% took part in at least one crafting project in 2024. Among Gen Z, a striking 86% consider themselves hands-on creatives, and 30% have taken an in-person arts and crafts class.
The Wall Street Journal dedicated a feature to the trend, including the story of Katrina Stern, a senior executive at a PR agency. Now 36, Stern said she began embroidering at age 14, later picking up knitting, crochet, and more recently, diamond painting, a technique that involves applying tiny colored beads to a canvas. For her, crafting has become a way to connect with others: she regularly attends classes where she’s built lasting friendships.
For Lauren Tilashalski, an Atlanta-based attorney, embroidery became a mental escape. Working up to 80 hours a week, she found peace in the slow rhythm of needlepoint. The 29-year-old even got her friends involved, now they prefer gathering at home, stitching together while watching reality shows or soccer games. For her, sharing quiet moments while creating something meaningful has become a hallmark of deep friendship.
The trend has even reached companies like Woobles, which sells beginner crochet kits. Over 6,000 people showed up to celebrate its fourth anniversary. The free event was so popular that some attendees waited five or six hours just to get in.
Local businesses are thriving too. At Saville Needleworks, a needlepoint shop in Dallas, beginner and advanced classes, launched in February, consistently sell out. According to marketing manager Megan Spurr, these gatherings offer more than just instruction: “You learn something new, meet people, and walk away with something tangible something that reaching level 6,000 in Candy Crush just can’t match.”
