Most craft-vinyl units bought by Cricut machine owners were from other brands
Unit share among 31,738 paneled Cricut machine owners who bought craft vinyl from January 2025–June 2026
Share of craft-vinyl units
Source: YipitData U.S. item-level e-receipt panel. Machine owners had a Cricut cutting-machine receipt of at least $90. Shares are panel observations, not scaled market totals.
Chart data
| Series | Share of craft-vinyl units |
|---|---|
| Other brands | 68.6% |
| Cricut brand | 31.4% |
How did Cricut’s broader tracked category share change?
Across a stable Amazon, Michaels, and Target set, Cricut’s craft-vinyl unit share fell from 22.2% in the first quarter of 2023 to 11.6% in the second quarter of 2026. Total tracked category units were flat to higher over the period, so the share decline did not coincide with category contraction in this panel.
What changed within Michaels?
Tracked Cricut vinyl units at Michaels fell from 144,900 in 2023 to 79,000 in the recent period, while Michaels’ Make Market iron-on units rose from 36,600 to 102,200. These are unscaled panel counts and do not establish that price caused the shift.
Does the owner comparison prove individual customers switched brands?
No. The January 2025–June 2026 owner comparison measures the brands owners bought during one shared period; it does not follow each buyer switching from Cricut to another brand. Amazon and Walmart visibility also depends on connected accounts, while the panel skews female, lower-middle income, and Southern, so the exact shares may not represent all Cricut owners.
Assumptions & Methodologies
We analyzed YipitData’s U.S. item-level e-receipt panel through August 13, 2026. Craft vinyl required arts-and-crafts items containing vinyl, heat-transfer, HTV, or iron-on language while excluding unrelated vinyl products. The stable trend used Amazon, Michaels, and Target from 2023 onward. Machine owners bought a Cricut cutting machine for at least $90 and also bought vinyl from January 2025–June 2026. Joann and Walmart were excluded from the long trend because coverage changed. Unit shares and counts are unscaled panel observations; comparing brands bought during one shared period does not establish switching or causality.