Playground →
Two distinct audience neighborhoods pull on Hobbies, Gifts & Crafts: a sporting-goods and big-box retail cluster anchored by Dick's Sporting Goods at 0.94, and a separate current running through women's soccer athletes — Julie Johnston Ertz at 0.87, Alex Morgan at 0.84, and Carli Lloyd at 0.84 — that has no obvious thematic connection to craft retail.
The shape is two-peak, and the retail cluster is the stronger of the two. Dick's Sporting Goods (0.94) leads, followed closely by Red Robin Gourmet Burgers (0.93), Bath & Body Works (0.91), PetSmart (0.91), and Kohl's (0.90). Subcategory-wise, this cluster spans sporting goods, QSR, beauty, pet supplies, and department stores — a broad mainstream retail and dining band rather than a craft-specific one. Only three neighbors in the top 10 share the center entity's own subcategory: Michaels Stores at 0.86, Jo-Ann Fabric and Craft Stores at 0.83, and Crown Trophy at 0.81. The second peak — the athletes cluster — sits in positions 8 and 9, with Sport Clips (0.87) bridging the two neighborhoods as a services entry that skews toward a sports-adjacent audience.
The overall picture is an audience shaped more by mainstream American retail and dining habits than by craft enthusiasm specifically, with a secondary pull toward sports-oriented consumers.
