Leading Brands in the Hobbies/Interests Shopping Category in Q3 2023

Introduction

In the dynamic landscape of the Hobbies/Interests Shopping category in the United States, several brands have emerged as leaders in Q3 2023. This article delves into the performance and trends of three key players: Michaels Stores, Inc., Hobby Lobby Stores, Inc., and Giphy, Inc. Leveraging data from Sensor Tower, we provide an in-depth analysis of their digital presence across websites and apps.

Michaels Stores, Inc.

Michaels has made a significant impact with its website, michaels.com, and the Michaels Stores app.

• Audience Trends:

  • The monthly true audience remained stable, hovering above 8M throughout Q3.

  • Visits to michaels.com fluctuated slightly, peaking in July with approximately 58M visits.

• App Engagement:

  • The Michaels Stores app saw a gradual decline in monthly active users, from over 1.6M in July to 1.4M by September.

• Ad Spend & Channels:

  • Michaels significantly increased its monthly ad spend, reaching over $9M in September.

  • Major channels included Facebook, Instagram, and YouTube, with a notable rise in OTT (Over-the-top media service) advertising.

Hobby Lobby Stores, Inc.

Hobby Lobby’s digital presence is centered around its website, hobbylobby.com, and the Hobby Lobby app.

• Audience Trends:

  • The monthly true audience showed a downward trend, decreasing from over 6.3M in July to approximately 5.6M in September.

  • Website visits remained stable, with around 22M visits each month.

• App Engagement:

  • The Hobby Lobby app experienced growth in monthly active users, reaching over 810K by September.

• Ad Spend & Channels:

  • Monthly ad spend increased to over $3.8M in September.

  • Key advertising channels included Facebook, Instagram, and OTT, with a significant spike in OTT impressions.

Giphy, Inc.

Giphy’s presence is primarily digital, with giphy.com and the GIPHY: GIFs, Stickers & Clips app.

• Audience Trends:

  • Monthly true audience experienced a decline, from over 7M in July to around 5.7M in September.

  • Visits to giphy.com decreased, falling to approximately 18M by September.

• App Engagement:

  • The app saw a decline in monthly active users, dropping from over 2M to 1.6M by September.

• Ad Spend & Channels:

  • Giphy did not engage in advertising during Q3 2023, focusing its efforts on organic growth instead.

Conclusion

These leading brands in the Hobbies/Interests Shopping category show diverse strategies and trends. Michaels and Hobby Lobby have leveraged both web and app platforms, with significant investments in advertising, while Giphy has focused on organic growth. Sensor Tower’s comprehensive data enables us to cross-reference these insights across web, app, and advertising platforms, providing a unique perspective on user behavior. For more detailed insights, consider exploring Sensor Tower's Web Insights, Pathmatics, and App Performance Insights.