Leading Brands in Canada's Hobbies/Interests Shopping Category: Q1 2025 Insights

In the vibrant landscape of Canada's Hobbies/Interests Shopping category, several brands have emerged as leaders in Q1 2025, showcasing impressive digital engagement across their platforms. This article delves into the performance and trends of Michaels Stores, Inc., Reverb.com, LLC, and ATP Tour, Inc., highlighting their web and app presence, audience engagement, and advertising strategies.

Michaels Stores, Inc.

Michaels Stores has solidified its position with a robust digital presence through its website, michaels.com, and the Michaels Stores app.

• Audience Trends: From Q4 2024 to Q1 2025, michaels.com experienced a notable fluctuation in visits, peaking at over 7.3M in December 2024 and stabilizing around 3.8M by March 2025. The website consistently attracted a larger monthly audience compared to the app, with true monthly audience numbers maintaining above 0.5M.

• App Engagement: The app saw a decline in monthly active users from 120K in December 2024 to approximately 86K by March 2025, indicating shifting user preferences towards web experiences.

• Ad Spend & Channels: Michaels Stores adjusted its monthly advertising spend significantly, with a peak of over $2.1M in November 2024, focusing primarily on YouTube and Facebook, which delivered substantial impressions.

Reverb.com, LLC

Reverb.com stands out with its specialized focus on music gear, leveraging both its website, reverb.com, and the Reverb: Buy & Sell Music Gear app.

• Audience Trends: Visits to reverb.com showed a strong upward trend from 1.6M in November 2024 to maintaining over 1.5M in March 2025. The true monthly audience remained stable, with a slight increase to approximately 152K by the end of Q1 2025.

• App Engagement: The app's monthly active users showed fluctuations, with a notable dip in December 2024 to around 9K but recovering to over 12K by March 2025.

• Ad Spend & Channels: Reverb's monthly advertising spend was modest, primarily utilizing YouTube, with total impressions remaining under 1M across all channels.

ATP Tour, Inc.

ATP Tour, Inc. engages tennis enthusiasts through its website, atptour.com, and the ATP WTA Live app.

• Audience Trends: The website saw a significant spike in November 2024 with nearly 2M visits, largely driven by seasonal events, before stabilizing around 1.1M visits in March 2025. The true monthly audience consistently hovered around 90K by Q1 2025.

• App Engagement: The app maintained a stable monthly active user base, with active users slightly varying between 4K and 6K throughout the period.

• Ad Spend & Channels: ATP Tour's monthly ad spend was minimal, with a focus on Instagram and Facebook, achieving impressions slightly over 4M.

Conclusion

As demonstrated, Michaels Stores, Reverb.com, and ATP Tour have effectively leveraged both web and app platforms to engage their audiences in Canada's Hobbies/Interests Shopping category. Sensor Tower's comprehensive data, available through Web Insights, App Performance Insights, and Pathmatics, provides unparalleled insights into cross-platform user behavior, essential for brands aiming to optimize their digital strategies.

By understanding these trends, brands can better navigate the digital marketplace, catering to the evolving preferences of their audiences. Sensor Tower's consolidated data offers unique advantages for decision-makers looking to stay ahead in a competitive market.