If you stepped into a Michaels or JOANN’s in the early aughts, you were sure to encounter three things: boybands crooning over the speakers, scrapbooking workshop announcements and aisles upon aisles of puffy stickers, washi tape, binders and patterned paper to make said scrapbooks. It seemed like every mom, grandma and Disney vacationer in America was obsessed with chronicling their lives in Comic Sans font. By 2012, scrapbooking was an estimated $3.5 billion industry.
But, over time, interest dwindled, a fact a 2004-to-present Google Trends search confirms. Scrapbooking wasn’t so mainstream—it was relegated to the, well, clichés listed above, as our creative energy shifted to social media. Who needs a scrapbook to remind you of your past when you have Instagram and Facebook feeds?
Anybody who’s sick of staring at a screen does, it turns out. Pinterest named the rise of paper crafts one of 2023’s biggest emerging trends, citing increased interest in everything from origami (up 175 percent) to quilling (up 60 percent). More specifically, the team at Brother—the craft behemoth known for making everything from printers to sewing machines—is seeing a resurgence in scrapbooking, this time amid its younger customers.