(1) Introduction: The wild American alligator leather industry is experiencing low prices, resulting in an oversupply of leather and creating a need to identify new niche markets. Crafters represent a growing potential market for wild alligator leather. The purpose of this research was to investigate crafters as a potential niche market for wild alligator leather by describing the demographics of crafters, understanding their preferences for craft types, craft supply stores, information sources, dollars spent on craft supplies and interest in sustainability. (2) Methods: An online survey was conducted to collected 1, 303 responses from crafters regarding their preferences by demographic cohort. Crafters also reported their impressions and preferences regarding alligator leather craft kits. Descriptive statistics and regression were used to analyse the data. (3) Results: Crafters participated in multiple types of crafting, shopped at various locations and spent on average $92.30 on their last craft supply purchase. Respondents were slightly above neutral in their preferences for sustainability and had the strongest preference for 'buying local'. (4) Conclusions: Regarding alligator leather, crafters perceived it to be more luxurious and fashionable than cowhide. They preferred alligator craft kits for keychains over those for luggage tags and earrings.

wild American alligator leather, crafter, niche marketing, sustainability