Leading Brands in US Hobbies/Interests Shopping: Q2 2024 Analysis

Introduction

In the dynamic landscape of hobbies and interests shopping, three brands have consistently led the charge in the US market: Michaels Stores, Inc., Hobby Lobby Stores, Inc., and Jo-Ann Stores, Inc. Leveraging Sensor Tower’s comprehensive data, we explore the performance and trends of these brands from Q1 to Q2 2024. Sensor Tower’s unique ability to cross-reference web, app, and advertising data provides unparalleled insights into cross-platform user behavior.

Michaels Stores, Inc.

Michaels’ digital presence is anchored by its websites, michaels.com and michaelscustomframing.com, alongside the Michaels Stores app.

• Audience Trends: From Q1 to Q2 2024, michaels.com maintained a stable monthly deduplicated audience, consistently above 7M. Michaelscustomframing.com, however, experienced a slight decline, with monthly unique visits dropping to around 213K by June.

• App Engagement: The Michaels Stores app saw a gradual decrease in monthly active users, settling around 210K by June.

• Ad Spend & Channels: Michaels’ monthly advertising expenditure peaked in March at over $11M, with significant impressions on Facebook and YouTube channels. Desktop display channels saw relatively low engagement compared to social platforms.

Hobby Lobby Stores, Inc.

Hobby Lobby’s digital footprint includes hobbylobby.com and the Hobby Lobby app.

• Audience Trends: Hobbylobby.com saw an impressive spike in monthly unique visits in April, exceeding 10M, while maintaining a steady monthly audience of about 7M through Q2.

• App Engagement: The Hobby Lobby app’s monthly active users remained relatively stable, hovering around 90K.

• Ad Spend & Channels: Monthly ad spend increased to nearly $3.9M in June, with significant investments in OTT and Facebook channels.

Jo-Ann Stores, Inc.

Jo-Ann Stores operates creativebug.com and joann.com, complemented by the JOANN - Shopping & Crafts app.

• Audience Trends: Joann.com held a consistent monthly audience of around 4.4M unique visits by June, while creativebug.com experienced growth, reaching about 226K monthly unique visits.

• App Engagement: The JOANN app maintained a robust monthly active user base, with active users above 1M throughout the quarter.

• Ad Spend & Channels: Jo-Ann’s monthly ad spend peaked in May at over $830K, with Pinterest and Facebook as key channels for impressions.

Conclusion

The analysis of Michaels, Hobby Lobby, and Jo-Ann Stores highlights their strategic use of digital platforms to engage with audiences. Sensor Tower’s comprehensive data, including Web Insights, Pathmatics, and App Performance Insights, offers critical insights into these brands’ cross-platform strategies. As the market evolves, leveraging such data becomes indispensable for brands aiming to maintain their competitive edge. With Sensor Tower’s analytics, decision-makers are equipped with the precise tools needed to navigate and excel in the competitive landscape of hobbies and interests shopping.

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