How the pandemic pushed crafters toward Michaels

Retail Dive

The retailer boosted its e-commerce operations and services to capture homebound crafters.

Shoppers have spent at a higher level than expected, but there remains uncertainty surrounding congressional negotiations of a second stimulus bill, said Cristina Fernández, senior research analyst at Telsey Advisory Group. Michaels’ launch of its MichaelsPro program, which provides resources for craft entrepreneurs without charging a membership fee, appears to be targeting entrepreneurial party planners or crafters who sell on Etsy or other platforms and want to buy in bulk at a lower price, Fernández said.

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