Leading Brands in the Hobbies/Interests Shopping Category: Q1 2025 Analysis

Introduction

In the dynamic world of Hobbies/Interests Shopping, a select few brands have emerged as leaders in the UK market. Sensor Tower's comprehensive data analysis highlights the performance of Hobbycraft Trading, FREEPIK COMPANY, S. L., and Giphy, Inc. from Q4 2024 to Q1 2025. This article delves into audience trends, app engagement, and advertising strategies, offering detailed insights into these brands' digital presence.

Hobbycraft Trading

Hobbycraft is renowned for its extensive range of arts and crafts supplies, both online and in-store. Its digital footprint is significant, with its website, hobbycraft.co.uk, and the Hobbycraft: Shop Arts & Crafts app at the forefront.

• Audience Trends: The website maintained a stable monthly audience with over 900K unique visitors. A notable peak occurred in December 2024 with visits exceeding 6.2M. The monthly deduplicated audience consistently stayed above 1.1M.

• App Engagement: The app's monthly active user base remained steady, hovering between 770K and 840K throughout the period.

• Ad Spend & Channels: Hobbycraft's monthly advertising expenditure showed fluctuations, with a notable low in January 2025. Facebook was the dominant channel, delivering the majority of impressions.

FREEPIK COMPANY, S. L.

FREEPIK is known for its expansive collection of free and premium graphic resources. It operates through its websites, flaticon.com and freepik.com, and the Freepik: Design & edit with AI app.

• Audience Trends: Flaticon.com and freepik.com experienced varied traffic, with freepik.com peaking at over 6.5M visits in January 2025. Both sites had a high number of visits per unique visitor, indicating strong engagement.

• App Engagement: The app's monthly active users slightly increased to around 3.5K by March 2025.

• Ad Spend & Channels: Minimal monthly ad spend was observed, with a brief spike in December 2024. The primary focus was on the web market.

Giphy, Inc.

Giphy is a leading platform for GIFs, stickers, and clips, enhancing digital communication worldwide. Its presence is defined by its website, giphy.com, and the GIPHY: GIFs, Stickers & Clips app.

• Audience Trends: Giphy.com experienced growth, with unique visits peaking at 480K in March 2025. The monthly deduplicated audience reached over 600K.

• App Engagement: The app maintained a steady monthly active user base, ranging from 62K to 68K.

• Ad Spend & Channels: Giphy did not engage in advertising during this period, focusing solely on organic growth.

Conclusion

The analysis of Q1 2025 underscores the distinct strategies and performances of Hobbycraft Trading, FREEPIK COMPANY, S. L., and Giphy, Inc. These brands demonstrate varied approaches to engaging audiences across web and app platforms. Sensor Tower's unparalleled data offerings, including Web Insights, Pathmatics, and App Performance Insights, provide critical insights into these dynamic market trends.

For decision-makers and investors, leveraging Sensor Tower's comprehensive analytics can unlock unparalleled opportunities for strategic growth and market positioning. Explore Sensor Tower's products to gain a competitive edge in the digital marketplace.