Exploring the Digital Landscape of Leading Hobbies/Interests Shopping Brands in the U.S. for Q4 2023

Introduction

In Q4 2023, the Hobbies/Interests Shopping category in the United States experienced significant engagement across leading brands such as Michaels Stores, Hobby Lobby, and Jo-Ann Stores. Utilizing Sensor Tower’s comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, we delve into the performance and trends of these prominent brands.

Michaels Stores, Inc.

Michaels Stores has maintained a robust presence with both its website, michaels.com, and the Michaels Stores app.

• Audience Trends: From Q3 to Q4 2023, michaels.com experienced a notable increase in unique visits, peaking at over 11M in December. The monthly true audience also grew, surpassing 12M by the end of the year.

• App Engagement: The Michaels Stores app saw a steady rise in monthly active users, reaching over 2M in December, indicating a strong mobile presence.

• Ad Spend & Channels: Monthly ad spending spiked significantly in November, exceeding $22M, with Facebook and YouTube being key channels, generating millions of impressions.

Hobby Lobby Stores, Inc.

Hobby Lobby's digital strategy revolves around its website, hobbylobby.com, and the Hobby Lobby app.

• Audience Trends: The website saw an increase in visitors, with unique visits rising to over 9M in December. The monthly true audience consistently grew, reaching nearly 10M by year-end.

• App Engagement: The app's monthly active users remained stable, hovering around 900K in December, showcasing its solid user base.

• Ad Spend & Channels: Monthly ad spending was highest in October, surpassing $6M, with significant impressions generated through OTT and Facebook channels.

Jo-Ann Stores, Inc.

Jo-Ann Stores leverages its website, joann.com, and the JOANN - Shopping & Crafts app to reach its audience.

• Audience Trends: Joann.com saw a peak in unique visits in December, reaching over 5.8M. The monthly true audience increased steadily, exceeding 7.8M by the end of the quarter.

• App Engagement: The app's monthly active user base grew significantly, surpassing 3M in December, highlighting a shift towards mobile engagement.

• Ad Spend & Channels: Advertising efforts intensified in December, with monthly spending exceeding $2M. Facebook and Instagram were the dominant channels, generating substantial impressions.

Conclusion

The digital landscape for Hobbies/Interests Shopping brands in the U.S. saw dynamic shifts in Q4 2023. Michaels Stores, Hobby Lobby, and Jo-Ann Stores each demonstrated unique strengths across web and app platforms. Sensor Tower’s unparalleled data offerings provide invaluable insights into these trends, enabling brands to refine their strategies and maximize engagement across digital channels. By leveraging Sensor Tower’s analytics, decision-makers can gain a competitive edge in understanding and adapting to market dynamics.