Leading Brands in the U.S. Hobbies/Interests Shopping Category in Q4 2024

In the ever-evolving landscape of hobbies and interests shopping, several brands have emerged as leaders in the United States during Q4 2024. This article delves into the performance and trends of Michaels Stores, Inc., Hobby Lobby Stores, Inc., and Jo-Ann Stores, Inc., highlighting their digital presence and advertising strategies. The data used in this analysis is sourced from Sensor Tower, providing unique insights into cross-platform user behavior.

Michaels Stores, Inc.

Digital Presence

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

• Audience Trends:

  • michaels.com saw a significant increase in visits, peaking in December with over 111M monthly visits, up from around 53M in October.

  • michaelscustomframing.com also experienced a rise, culminating in over 4.4M monthly visits in December.

  • The monthly true audience for both platforms combined surpassed 13M in December, marking a notable growth.

• App Engagement:

  • The Michaels Stores app saw a steady increase in monthly active users, reaching over 2.2M by December.

• Ad Spend & Channels:

  • Michaels Stores ramped up its advertising efforts with a peak monthly spend of over $15M in November, primarily through Facebook and YouTube, which delivered substantial impressions.

Hobby Lobby Stores, Inc.

Digital Presence

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

• Audience Trends:

  • The website saw a consistent increase in visits, with a high of over 55M monthly visits in December.

  • Monthly true audience figures grew steadily, surpassing 11M by the end of the quarter.

• App Engagement:

  • The app's monthly active users peaked at over 1.1M in December, reflecting strong mobile engagement.

• Ad Spend & Channels:

  • Hobby Lobby's monthly ad spend reached its zenith in October at nearly $10M, with significant impressions via OTT and Facebook.

Jo-Ann Stores, Inc.

Digital Presence

Jo-Ann Stores maintains a strong online presence through creativebug.com and joann.com, as well as the JOANN - Shopping & Crafts app.

• Audience Trends:

  • joann.com saw visits surge to over 55M monthly visits in December, with a monthly true audience exceeding 7.5M.

  • creativebug.com also saw growth, with monthly visits reaching approximately 3.5M.

• App Engagement:

  • The JOANN app's monthly active users increased steadily, reaching over 2.6M in December.

• Ad Spend & Channels:

  • Jo-Ann's monthly advertising spend peaked in October at over $2M, with Facebook and Instagram being primary channels.

Conclusion

The digital landscape for hobbies and interests shopping in the U.S. is dynamic, with Michaels Stores, Hobby Lobby, and Jo-Ann Stores leading the charge. Sensor Tower's comprehensive data, including Web Insights, App Performance Insights, and Pathmatics, provides unparalleled insights into these brands' strategies and performance. As these brands continue to adapt and innovate, their digital strategies will remain a critical component of their success.

Sensor Tower's consolidated data offers decision-makers unique advantages to strategize effectively in this competitive market, ensuring they stay ahead of trends and maximize their digital impact.