Kids at a Michaels birthday party. Starting at $299, Michaels will help customers organize two-hour parties for up to eight children. Courtesy of Michaels
By Tatiana Walk-Morris
Source: www.retaildive.com, March 2024

The crafts retailer reimagined its class offering and introduced a party planning service for children in the U.S. as it leans into experience.

Dive Brief:

  • Focusing in on the in-store experience, Michaels is introducing a birthday party planning service in the U.S. for children ages 4 to 13, the crafts retailer announced Thursday.
  • Starting at $299, Michaels will help customers organize two-hour parties for up to eight children, but the retailer can accommodate up to 12. As part of the package, the retailer will provide a themed evite and project supplies, and handle party set-up and break down. Parents can pay for additional offerings like Domino’s pizza and beverages, goodie bags and balloons.
  • The retailer is also reimagining its MakeBreaks crafting classes and bringing back its Kids Club event series, tailored to kids ages 3 or older. Both programs involve creating seasonal or on-trend items with basic supplies. Customers can sign up for in-person or virtual classes.

Dive Insight:

Michaels brought its party planning services to the U.S. following a successful pilot in Canadian stores, the retailer said in its announcement. At launch, Michaels has collaborated with DreamWorks Animation to provide a limited-time party with a “Gabby’s Dollhouse” theme, based on the Netflix show. Other party themes include Dinosaur Discovery, Tie-Dye Time and Enchanted Fairytale.

“Michaels is committed to being the best place for all things creative, both through our products and the experiences and services we offer,” Heather Bennett, executive vice president of marketing and e-commerce at Michaels, said in a statement. “The evolution of our classes and experiences program, now including birthday parties, offer our customers even more stress-free, seamless ways to get creative while carving a new path for Michaels’ continued omnichannel growth.”

Beyond its birthday party push, Michaels has ventured into another pathway to reach customers: its marketplace. In February 2023, the retailer introduced an Etsy-like online marketplace for third-party sellers across categories like soap, candles, yarn, toys, and arts and crafts supplies.

This month, the retailer said it is piloting a program that will allow marketplace sellers to sell their items in Michaels stores. The pilot coincided with the retailer’s “Respect the Handmade” campaign, which highlights the online marketplace for handmade items.

Michaels’ marketplace campaign follows its previous rebranding efforts. Last year, the company updated its tagline to “Everything to Create Anything,” created three new ads, and changed its fonts, accent colors and graphics.