Leading Brands in Hobbies/Interests Shopping: Q1 2025 Analysis

Introduction

In the dynamic world of hobbies and interests shopping, three major players dominate the United States market: Michaels Stores, Inc., Hobby Lobby Stores, Inc., and Jo-Ann Stores, Inc. This article delves into their performance from Q4 2024 to Q1 2025, highlighting key trends and data insights provided by Sensor Tower.

Michaels Stores, Inc.

Michaels Stores boasts a robust digital presence through its primary website, michaels.com, and its dedicated framing site, michaelscustomframing.com. The Michaels Stores app further enhances its reach.

• Audience Trends:

  • michaels.com peaked in December 2024 with over 111M visits, stabilizing in Q1 2025 with visits ranging from 65M to 81M.

  • michaelscustomframing.com saw a notable spike in December 2024 with visits exceeding 4.4M, stabilizing around 2M visits in Q1 2025.

  • Monthly True Audience remained above 10M throughout Q1 2025, with a balanced mix of app and web users.

• App Engagement: The app saw a high of about 2.2M monthly active users in December 2024, decreasing to approximately 1.7M by March 2025.

• Ad Spend & Channels:

  • Monthly ad spend peaked in November 2024 at over $15M, reducing significantly in Q1 2025, with March seeing a slight increase to around $6.1M.

  • YouTube and Facebook were the dominant channels, with substantial impressions, particularly in October and November 2024.

Hobby Lobby Stores, Inc.

Hobby Lobby's digital strategy centers on its website, hobbylobby.com, and the Hobby Lobby app.

• Audience Trends:

  • hobbylobby.com maintained a steady monthly audience, with visits fluctuating between 39M and 55M from Q4 2024 to Q1 2025.

  • Monthly True Audience was consistently above 9M, with a slight dip in March 2025.

• App Engagement: The app's monthly active users grew steadily, peaking at about 1.2M in February 2025.

• Ad Spend & Channels:

  • Monthly ad spend decreased from over $9.9M in October 2024 to around $2.3M in March 2025.

  • OTT and Facebook were key channels, providing significant reach throughout the analyzed period.

Jo-Ann Stores, Inc.

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

• Audience Trends:

  • joann.com saw a peak in December 2024 with over 55M visits, declining to approximately 31M by March 2025.

  • Monthly True Audience remained robust, exceeding 5.7M in March 2025.

• App Engagement: The app maintained a strong monthly user base, peaking at around 2.6M active users in February 2025.

• Ad Spend & Channels:

  • Monthly ad spend saw a sharp decline from over $2M in October 2024 to under $102K in March 2025.

  • Facebook and Pinterest were the primary channels, with significant impressions in Q4 2024.

Conclusion

Michaels Stores, Hobby Lobby, and Jo-Ann Stores have demonstrated resilience and adaptability in the dynamic hobbies and interests shopping market. Sensor Tower's comprehensive data offerings, including Web Insights, Pathmatics, and App Performance Insights, provide unparalleled insights into their cross-platform performance, empowering these brands to navigate the evolving digital landscape effectively. By leveraging these insights, decision-makers can strategically position their brands for sustained growth and competitive advantage in the market.

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