Analyzing the Top Hobbies/Interests Shopping Brands in Q1 2024

In the ever-evolving landscape of hobbies and interests shopping, three brands stand out in the United States: Michaels Stores, Inc., Hobby Lobby Stores, Inc., and Jo-Ann Stores, Inc. This analysis, powered by Sensor Tower's comprehensive data, delves into their performance from Q4 2023 to Q1 2024. We explore trends across web and app platforms, highlighting monthly audience engagement and advertising strategies.

Michaels Stores, Inc.

Michaels Stores maintains a robust digital presence through its websites, michaels.com and michaelscustomframing.com, along with the Michaels Stores app.

• Audience Trends:

  • michaels.com: Monthly visits peaked in November 2023, reaching over 78M, before stabilizing around 64M by March 2024.

  • michaelscustomframing.com: Notable spike in December 2023 with over 4.8M monthly visits, followed by a decrease to approximately 2.4M by March 2024.

• App Engagement:

  • The app maintained a steady monthly active user base, with active users ranging from 1.7M to 2M throughout the period.

• Ad Spend & Channels:

  • Significant monthly investment in advertising, with a peak spend of over $22M in November 2023. Facebook and YouTube were major channels, delivering billions of impressions monthly.

Hobby Lobby Stores, Inc.

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

• Audience Trends:

  • Steady monthly visitation, with hobbylobby.com receiving around 27M visits consistently, peaking at nearly 39M in December 2023.

• App Engagement:

  • Monthly active users hovered around 800K to 900K, with a slight decrease by March 2024.

• Ad Spend & Channels:

  • Focused on OTT and Facebook, with total monthly ad spend peaking over $6M in October 2023, delivering hundreds of millions of impressions.

Jo-Ann Stores, Inc.

Jo-Ann's digital offerings include joann.com and the JOANN - Shopping & Crafts app.

• Audience Trends:

  • joann.com maintained stable monthly visits, averaging around 32M, with a peak in November at 47M.

• App Engagement:

  • The app saw a high of 3M monthly active users in December 2023, with a subsequent decline to just over 2.2M by March 2024.

• Ad Spend & Channels:

  • Monthly ad spend peaked in December 2023 at over $2M, with significant activity on Facebook and Instagram.

Conclusion

The data from Sensor Tower illustrates the dynamic landscape of the hobbies and interests shopping sector. Each brand has shown unique strategies in monthly audience engagement and advertising, highlighting the importance of cross-platform presence. Sensor Tower's unrivaled data offerings, including Web Insights and Pathmatics, provide critical insights into these trends, empowering brands to make informed decisions in a competitive market.

For more detailed insights, explore Sensor Tower's comprehensive product offerings, which provide unparalleled visibility into cross-platform user behavior. Learn more about Sensor Tower's solutions.