Leading Brands in US Hobbies/Interests Shopping: Q4 2024 Analysis

Introduction

In the dynamic world of hobbies and interests shopping, Michaels Stores, Inc., Hobby Lobby Stores, Inc., and Jo-Ann Stores, Inc. have emerged as leading brands with substantial monthly deduplicated audiences across their websites and apps. This article delves into their performance from Q3 to Q4 2024, leveraging comprehensive data provided by Sensor Tower's Web Insights, App Performance Insights, and Pathmatics.

Michaels Stores, Inc.

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

• Audience Trends: From Q3 to Q4 2024, michaels.com saw a significant increase in visits, peaking at over 111M in December. The monthly deduplicated audience also grew, rising above 13M in December. Michaelscustomframing.com followed a similar upward trend, with visits exceeding 1.8M.

• App Engagement: The Michaels Stores app maintained a steady increase in monthly active users, reaching over 246K by December, indicating a steady interest in mobile shopping experiences.

• Ad Spend & Channels: Michaels increased its monthly ad spend significantly in Q4, with total spending exceeding $15M in November. The brand utilized channels like Facebook and YouTube, achieving substantial impressions through OTT (Over-the-top media service) and desktop video.

Hobby Lobby Stores, Inc.

Hobby Lobby's digital footprint is anchored by its website, hobbylobby.com, and the Hobby Lobby app.

• Audience Trends: The website's visits displayed a strong upward trend, surpassing 55M in December. The monthly deduplicated audience also grew, reaching over 11M in the same month.

• App Engagement: The Hobby Lobby app experienced a notable increase in monthly active users, peaking at 146K in November, before slightly declining in December.

• Ad Spend & Channels: Hobby Lobby's monthly ad expenditure peaked in October at approximately $10M, with significant impressions from OTT and Facebook, highlighting a diverse advertising strategy.

Jo-Ann Stores, Inc.

Jo-Ann Stores' online presence includes creativebug.com and joann.com, complemented by the JOANN - Shopping & Crafts app.

• Audience Trends: Joann.com showed impressive growth, with visits climbing to over 57M in December. The monthly deduplicated audience also increased, reaching nearly 8M.

• App Engagement: The JOANN app maintained stable user engagement, with monthly active users hovering around 957K in December.

• Ad Spend & Channels: Jo-Ann's monthly ad spend remained consistent, with significant investments in Facebook and Instagram, achieving broad reach across these platforms.

Conclusion

The Q4 2024 data underscores the robust digital strategies of Michaels Stores, Hobby Lobby, and Jo-Ann Stores in the hobbies and interests shopping sector. Sensor Tower's unparalleled data insights reveal detailed cross-platform user behavior, offering critical insights for brands navigating the ever-evolving digital landscape. For more in-depth data, explore Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics.