Leading Brands in US Hobbies/Interests Shopping: Q1 2024 Insights

Introduction

In the dynamic world of hobbies and interests shopping, three brands have stood out in Q1 2024: Michaels Stores, Inc., Jo-Ann Stores, Inc., and Hobby Lobby Stores, Inc. Leveraging Sensor Tower's comprehensive data offerings, we delve into these brands' performances across their websites and apps, providing a unique view of cross-platform user behavior and advertising strategies.

Michaels Stores, Inc.

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

• Audience Trends:

  • Michaels.com: From Q4 2023 to Q1 2024, visits fluctuated, peaking in November with over 78M visits and settling around 63M in March.

  • Michaelscustomframing.com: Visits peaked in December with over 1.2M and stabilized at around 660K by March.

  • The monthly deduplicated audience remained stable above 9M throughout Q1 2024.

• App Engagement:

  • The Michaels Stores app saw a slight decrease in monthly active users, from 280K in December to about 231K in March.

• Ad Spend & Channels:

  • Monthly ad spend saw a notable dip in February but surged to over $11M in March. Key channels included Facebook and YouTube, with significant impressions from OTT services.

Jo-Ann Stores, Inc.

Jo-Ann Stores operates its digital platforms with joann.com and the JOANN - Shopping & Crafts app.

• Audience Trends:

  • Joann.com: Visits peaked in November with over 50M, and remained steady around 34M in March.

  • The true monthly audience showed a slight decline from over 7.3M in November to around 6.5M in March.

• App Engagement:

  • Monthly active users for the app decreased from approximately 1.17M in December to 1.08M in March.

• Ad Spend & Channels:

  • Monthly ad spend decreased steadily through Q1 2024, ending at around $411K in March. Facebook and Instagram were primary channels, with Pinterest also playing a role.

Hobby Lobby Stores, Inc.

Hobby Lobby's digital ecosystem includes hobbylobby.com and the Hobby Lobby app.

• Audience Trends:

  • Hobbylobby.com: Visits peaked in December at 38M, declining to approximately 26M by March.

  • The monthly deduplicated audience showed a decrease from around 9.6M in December to 5.5M in March.

• App Engagement:

  • The app's monthly active users decreased from 104K in December to 80K in March.

• Ad Spend & Channels:

  • Monthly ad spend was highest in October, exceeding $6.7M, with a steady decline to around $2.2M in March. Facebook and OTT were significant channels for ad impressions.

Conclusion

The hobbies and interests shopping category in the US is evolving, with Michaels, Jo-Ann, and Hobby Lobby each showcasing unique strengths across platforms. Sensor Tower's unparalleled data insights provide a comprehensive look into these brands' digital strategies, helping stakeholders make informed decisions. From web and app engagement to advertising strategies, these brands continue to adapt to the changing landscape, ensuring their relevance and growth in a competitive market.

For more detailed insights, explore Sensor Tower's products and services to gain a competitive edge in your strategic planning.