Leading Brands in the Hobbies/Interests Shopping Category: Q3 2024 Analysis

Introduction

In the dynamic world of hobbies and interests shopping, three brands have emerged as frontrunners in the United States: Michaels Stores, Inc., Hobby Lobby Stores, Inc., and Jo-Ann Stores, Inc. This article delves into their performance from Q2 to Q3 2024, leveraging comprehensive data insights provided by Sensor Tower. Our analysis will cover web and app audience trends, app engagement, and advertising strategies across these leading brands.

Michaels Stores, Inc.

Michaels Stores maintains a strong presence both online and offline, with its main website, michaels.com, and Michaels Stores app.

• Audience Trends:

  • michaels.com saw a steady increase in visits, peaking in September with over 66M monthly visits. Unique visits remained stable, crossing 8M monthly.

  • michaelscustomframing.com had a consistent visit pattern, maintaining around 2.5M monthly visits.

  • The monthly true audience across platforms was stable, hovering around 9M by September.

• App Engagement:

  • The Michaels Stores app saw a rise in monthly active users, reaching over 1.6M in September, indicating a growing preference for mobile shopping experiences.

• Ad Spend & Channels:

  • Michaels increased its monthly ad spend significantly in September, surpassing $8.8M, with a strong focus on Facebook and YouTube, generating over 880M monthly impressions.

Hobby Lobby Stores, Inc.

Hobby Lobby has a robust digital footprint, primarily through its website, hobbylobby.com, and the Hobby Lobby app.

• Audience Trends:

  • hobbylobby.com demonstrated impressive growth, especially in September, with monthly visits exceeding 36M.

  • Monthly true audience figures showed an upward trend, reaching nearly 9M by the end of Q3.

• App Engagement:

  • The app's monthly active user base grew consistently, peaking at over 1M in September, reflecting strong mobile engagement.

• Ad Spend & Channels:

  • Hobby Lobby's advertising efforts were extensive, with monthly ad spend reaching $4.7M in September, primarily through Facebook and OTT channels, resulting in 474M monthly impressions.

Jo-Ann Stores, Inc.

Jo-Ann Stores engages its audience through its websites, creativebug.com and joann.com, along with the JOANN - Shopping & Crafts app.

• Audience Trends:

  • joann.com sustained high traffic with visits consistently above 33M monthly.

  • Monthly true audience figures were robust, maintaining around 5.5M in September.

• App Engagement:

  • The JOANN app experienced fluctuations, stabilizing at approximately 1.9M monthly active users in September.

• Ad Spend & Channels:

  • Jo-Ann's ad spend showed a peak in August with over $1.9M monthly, focusing on Instagram and Pinterest, achieving 215M monthly impressions in September.

Conclusion

The analysis of Q3 2024 reveals that Michaels Stores, Hobby Lobby, and Jo-Ann Stores are leading the Hobbies/Interests Shopping category with distinct strategies across web and app platforms. Sensor Tower's unparalleled data insights provide a comprehensive view of these brands, showcasing the critical role of digital engagement and advertising in driving growth. As these brands continue to innovate, their digital strategies will be pivotal in maintaining their leadership in the market. Sensor Tower's data-driven insights offer invaluable advantages to decision-makers seeking to navigate the competitive landscape effectively.

For more insights on market trends and digital strategies, explore Sensor Tower's comprehensive analytics tools.