Michaels Launches 'Hobbyween' to Meet Surge in DIY Decor Trends
Searches for 'Summerween' jumped 530% this year, signaling that consumers are eager to start seasonal decorating earlier than ever. To meet this demand, Michaels has unveiled its largest-ever Halloween collection, pivoting from mass-produced items toward a hands-on approach that prioritizes fiber arts, custom embroidery, and collaborative group craft projects.
The Irving-based retailer is banking on a cultural shift toward analog pastimes, a trend highlighted in its 2026 Creativity Trend Report. With 70% of its customers preferring to handcraft their own seasonal displays, the company is expanding its inventory to include specialized kits for crochet, needlepoint, and punch needle projects. Data from the company’s website shows that interest in these heritage hobbies is climbing rapidly, with Halloween-themed crochet kits seeing a 583% increase in search volume year over year.
Stacey Shively, Chief Merchandising Officer at Michaels, noted that the initiative aims to turn the extended holiday window into a period for building new traditions. Beyond individual projects, the collection introduces mystery craft kits and paint-party multipacks designed for social gatherings. These offerings, which also include updated Paint by Number kits and unfinished surfaces for personalization, are now available across all North American retail locations and online platforms.
Comments (0)
No comments yet. Be the first!