November 19, 2025
snowing/Depositphotos.com
How Successfully Can Arts and Crafts Retailers Capitalize on a ‘Grandma Hobbies’ Trend?
With a proliferation of so-called “grandma hobbies” trends popping up in recent days — in fact, all throughout 2025, as evidenced by USA Today, Good Housekeeping, and Parents — it may come as little surprise that Yelp’s most recent 2026 Trends Forecast reinforced this apparent cultural trend with some data points.
According to the forecast, the following search terms showed signs of notable growth thus far in 2025, with no sign of losing traction as the end of the calendar year approaches:
- Sewing fabric stores (searches being up a whopping 3,771% for this specific term).
- Quilting supplies (up 531%).
- Tufting class (up 480%).
- Crocheting classes (up 220%).
- Needlepoint shops (an improvement of 173%).
- Weaving classes (up 36%).
- Knitting groups (trending upward by 26%).
- Scrapbook (up 96%).
- Yarn shops near me (up 169%).
“Americans are embracing digital detoxes and dopamine-boosting activities to unplug and unwind, and now they’re turning toward hands-on crafts and hobbies that have tangible results,” Yelp wrote, noting that the data was pulled in a comparative analysis spanning September 2024 through August 2025.
Are Arts and Crafts Retailers Doing Enough to Actively Court Consumer Interest Trending in Their Direction?
The above figures appear to be good news for U.S. arts and crafts retailers, with the segment having recently seen the exit from the market, and then acquisition, of JOANN by Michaels — but can Michaels, and smaller retailers in the same space, turn passive interest into active spend at the tills?
Michaels, at least, appears to be making a concerted push to bring would-be crafters into its ecosystem, most recently announcing in-store crafting events each Saturday and Sunday in December, for two hours on each day, “to help families stay stress-free and build connection during the busy holiday season.”
After first giving mention to an extensive array of discounts and promotions hinging around the spend-heavy holiday season, Michaels CEO David Boone made sure that this relationship-building effort was front and center in the company’s messaging.
“Above all, though, we want to help our customers celebrate the magic of the holiday season by creating opportunities for connection, creativity and celebration right in our stores,” Boone said.
Michaels currently runs a variety of in-store and online crafting classes and DIY tutorials, indicating that this has become a major channel of interest for the retailer. And while competitors such as Hobby Lobby do offer classes — in certain locations, and seemingly on a more ad hoc basis, while also offering a basic online DIY portal — it appears that Michaels is taking the lead in this regard, with others playing catch-up.
BrainTrust
Scott Benedict
Founder & CEO, Benedict Enterprises LLC
Allison McCabe
Director Retail Technology, enVista
Shep Hyken
Chief Amazement Officer, Shepard Presentations, LLC
Recent Discussions
Discussion Questions
Is Michaels doing enough to cultivate loyalty with a new, and apparently growing, generation of arts and craft supply consumers? What other angles might it consider?
How can arts and crafts retailers best capitalize on a trend pointing toward its primary product offering?
Poll
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“Digital detox..dopamine boosting” Really?
I’m a little perplexed with the direction this article took: the title – and the first few paragraphs – were a general discussion of the segment’s marketability; but then it turned into (and ended) only about Michael’s. So which is it? And why should we think retailers aren’t (already) capitalizing on this? Absent some evidence to the contrary, weird questions.
Michaels could engage younger consumers by partnering with popular craft influencers.Social media platforms enable these influencers to reach a broader audience through creative ways of promoting Michaels’ products.The collaboration could include tutorials, DIY projects, and exclusive product lines that appeal to both the influencers’ followers and Michaels’ target market.
There’s a big difference between wanting to try a craft and fully diving in. Retailers who can close that gap through classes, events, or beginner-friendly projects are the ones who’ll turn interest into engagement and spend.
I work in a lot of industries, but the craft and creative industries is my home. Those layouts you find in craft stores today? I helped originate the design in the 80s. Suffice to say I have been around this industry a long time.
I can also tell you that the term “grandma hobbies” is a media term, and the term “hobby” is never used in conjunction with “crafts” because it belongs to a separate and very different industry. With the exception of scrapbooking, each of the crafts listed in the Yelp survey fall under the category of “Soft Crafts.” And yes, they are very popular with consumers.
So, my answer to the question, “Are arts and crafts retailers doing enough to actively court consumer interest trending in their direction?” is: Are you kidding me? That’s what craft and fine art and paper crafting and every other kind of creative retailer does. In fact, it’s their entire business. And yes, Michaels – along with every independent retailer I know – runs classes and demos and makit & takits in-store, plus online craft classes and DIY tutorials. Consistently. And all year round.
As far as Michaels goes, this has not recently “become a major channel of interest for the retailer”, Again, IT’S WHAT THEY DO. Michaels does a fantastic job of interacting with consumers, but they are not taking the lead while other craft and creative retailers play catch-up. They all work hard every day to cultivate consumer loyalty.
That was my thought…exactly “Is Retailer X specializing in selling Y, doing enough to sell Y?” Weird question! (The only weirder one would be “Are all retailers that specialize in selling Y doing enough to sell Y?”)
Exactly! It’s like asking if The Gap is doing enough to sell jeans.
‘cept we know the answer to that is usually “no” 🙂
The rise in “grandma hobbies” shows that consumers are looking for slower, hands-on activities, and this is a strong opening for Michaels. Their weekend events are a good start, but long-term loyalty comes from connecting inspiration to action both in stores and online.
One angle Michaels could lean into more aggressively is digital amplification of these trends. When a cultural moment is this clearly visible in search data, that’s exactly where unified personalization platforms shine. AI-driven search, recommendations, and CDP-powered segmentation can surface trending craft ideas, bundles, and classes directly into the channels like newsletters, SMS, Instagram reels, TikTok, and even YouTube shorts. Crafters are visual learners, and inspiration travels fast when the content is timely.
There is also an emotional opportunity here. Families are looking for simple ways to spend time together during the holidays, and Michaels can position itself as the place that supports that by highlighting shared creative moments.
Arts and crafts retailers that pair community experiences with strong digital engagement will be the ones who convert this trend into lasting customer loyalty.
“digital amplification of these trends”
Exactly what they needed to do to build on the store traffic that dropped in their lap… the T.Swift Eras tour.
Build that out by category… how to’s, before/after, time lapse, make/share gifts… every kind of visual to broaden youth & females targets to all levels of creativity & customization.
I think it’s worth some research on what these customers new to crafting are looking for. Assuming it’s what every other crafter prioritizes could be a costly mistake. Is their price point different? Is their desired outcome different? Are the projects they find interesting different? Would they rather customize a cell phone case or pair of sneakers than crochet? Take advantage of new interesting but better understanding it.
The thought of arts and crafts takes me back to my childhood. Parents, grandparents, and teachers influenced my “fun” as a child with cool projects that included all types of “arts and crafts.”
As people grow older, some retain their love of hobbies, while others “grow up” and leave that “fun stuff” behind. (That’s a shame.) However, if Michaels or any other major retailer selling crafts and hobbies were to latch on to a celebrity with a massive following, it could do wonders for sales. Imagine if Taylor Swift fans discovered that she liked to needlepoint? Need I say more?
Yes — I believe Michaels is making meaningful strides to cultivate loyalty with the new & growing generation of arts-and-crafts consumers, but there is still a clear opportunity to deepen the connection. Michaels’ efforts — workshops, beginner-friendly kits, a 2025 trend report highlighting “gateway crafts” and “emotional support crafts” — signal that they recognize crafting is no longer a nostalgic “grandma hobby” but a broader phenomenon tied to wellness, self-expression, and social connection. To move loyalty into the next phase, Michaels could sharpen its focus in three areas: influencer-driven creative challenges (to engage younger creators), tiered loyalty rewards around project completion and sharing, and seamless digital-to-store experiences that mirror how beginners discover via social and then shop in-store.
Arts and crafts retailers in general are in a strong position to capitalize on the trend toward hands-on, make-it-your-own rather than purely consumable retail. From a consumer-insights perspective, the key drivers are: the sustainability & reuse value of handmade items, the mental-well-being benefit of tangible “creation” over consumption, and the shared-experience factor (DIY nights, social craft-ing, family projects).
When a retailer blends product, inspiration, community, and ease of execution, they turn passive interest into active spend. Michaels, with its broad assortment, store footprint, and growing data-driven insights (e.g., the trend report), is well-positioned — but must continue evolving its membership/loyalty model, digital content strategy, and store-based creative experiences to lock in the new generation of makers.
First of all, equating the world of creatives and makers with “grandma hobbies” is a losing proposition. Cyclically, this world trends up every 10 or 15 years. The reason the largest demographic is “older” is based on available time to dedicate to the arts. Check with any maker and you’ll find many have a lifetime of experience. There is a vast difference in qualities available in many of the fabrics, yarns, threads, tools etc. Michaels holds down the moderate end. If they wanted to potentially expand their base, they could dedicate some bandwidth to higher quality offerings in limited locations.
These crafts have always been big, especially in the US. There are certainly some people who dabble in them, but there are many who are very serious crafters and some who make a living out of it. As for Michaels and others, they’ve always had classes and workshops. This is an integral part of what craft stores do.
- It’s also interesting to see many malls opening family-friendly DIY shops, suggesting this trend is being passed down as a fun, shared activity that gets kids involved.
- Is this “Grandma Hobbies” boom a permanent cultural shift away from digital life, or will these high search numbers settle down eventually?
- Should retailers focus more on advanced digital tools (like AR try-on for fabrics) or double down on physical, in-store community building?
Granny knows what’s up. Turning away from the chaos and uncertainty of 2025 and toward these peaceful, social and creative hobbies restores consumers’ sanity.
Arts and crafts retailers can show leadership through in-person events, inspirational and educational content and social media communities to reach and engage their growing audience.
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“Digital detox..dopamine boosting” Really?
I’m a little perplexed with the direction this article took: the title – and the first few paragraphs – were a general discussion of the segment’s marketability; but then it turned into (and ended) only about Michael’s. So which is it? And why should we think retailers aren’t (already) capitalizing on this? Absent some evidence to the contrary, weird questions.
Michaels could engage younger consumers by partnering with popular craft influencers.Social media platforms enable these influencers to reach a broader audience through creative ways of promoting Michaels’ products.The collaboration could include tutorials, DIY projects, and exclusive product lines that appeal to both the influencers’ followers and Michaels’ target market.
There’s a big difference between wanting to try a craft and fully diving in. Retailers who can close that gap through classes, events, or beginner-friendly projects are the ones who’ll turn interest into engagement and spend.
I work in a lot of industries, but the craft and creative industries is my home. Those layouts you find in craft stores today? I helped originate the design in the 80s. Suffice to say I have been around this industry a long time.
I can also tell you that the term “grandma hobbies” is a media term, and the term “hobby” is never used in conjunction with “crafts” because it belongs to a separate and very different industry. With the exception of scrapbooking, each of the crafts listed in the Yelp survey fall under the category of “Soft Crafts.” And yes, they are very popular with consumers.
So, my answer to the question, “Are arts and crafts retailers doing enough to actively court consumer interest trending in their direction?” is: Are you kidding me? That’s what craft and fine art and paper crafting and every other kind of creative retailer does. In fact, it’s their entire business. And yes, Michaels – along with every independent retailer I know – runs classes and demos and makit & takits in-store, plus online craft classes and DIY tutorials. Consistently. And all year round.
As far as Michaels goes, this has not recently “become a major channel of interest for the retailer”, Again, IT’S WHAT THEY DO. Michaels does a fantastic job of interacting with consumers, but they are not taking the lead while other craft and creative retailers play catch-up. They all work hard every day to cultivate consumer loyalty.
That was my thought…exactly “Is Retailer X specializing in selling Y, doing enough to sell Y?” Weird question! (The only weirder one would be “Are all retailers that specialize in selling Y doing enough to sell Y?”)
Exactly! It’s like asking if The Gap is doing enough to sell jeans.
‘cept we know the answer to that is usually “no” 🙂
The rise in “grandma hobbies” shows that consumers are looking for slower, hands-on activities, and this is a strong opening for Michaels. Their weekend events are a good start, but long-term loyalty comes from connecting inspiration to action both in stores and online.
One angle Michaels could lean into more aggressively is digital amplification of these trends. When a cultural moment is this clearly visible in search data, that’s exactly where unified personalization platforms shine. AI-driven search, recommendations, and CDP-powered segmentation can surface trending craft ideas, bundles, and classes directly into the channels like newsletters, SMS, Instagram reels, TikTok, and even YouTube shorts. Crafters are visual learners, and inspiration travels fast when the content is timely.
There is also an emotional opportunity here. Families are looking for simple ways to spend time together during the holidays, and Michaels can position itself as the place that supports that by highlighting shared creative moments.
Arts and crafts retailers that pair community experiences with strong digital engagement will be the ones who convert this trend into lasting customer loyalty.
“digital amplification of these trends”
Exactly what they needed to do to build on the store traffic that dropped in their lap… the T.Swift Eras tour.
Build that out by category… how to’s, before/after, time lapse, make/share gifts… every kind of visual to broaden youth & females targets to all levels of creativity & customization.
I think it’s worth some research on what these customers new to crafting are looking for. Assuming it’s what every other crafter prioritizes could be a costly mistake. Is their price point different? Is their desired outcome different? Are the projects they find interesting different? Would they rather customize a cell phone case or pair of sneakers than crochet? Take advantage of new interesting but better understanding it.
The thought of arts and crafts takes me back to my childhood. Parents, grandparents, and teachers influenced my “fun” as a child with cool projects that included all types of “arts and crafts.”
As people grow older, some retain their love of hobbies, while others “grow up” and leave that “fun stuff” behind. (That’s a shame.) However, if Michaels or any other major retailer selling crafts and hobbies were to latch on to a celebrity with a massive following, it could do wonders for sales. Imagine if Taylor Swift fans discovered that she liked to needlepoint? Need I say more?
Yes — I believe Michaels is making meaningful strides to cultivate loyalty with the new & growing generation of arts-and-crafts consumers, but there is still a clear opportunity to deepen the connection. Michaels’ efforts — workshops, beginner-friendly kits, a 2025 trend report highlighting “gateway crafts” and “emotional support crafts” — signal that they recognize crafting is no longer a nostalgic “grandma hobby” but a broader phenomenon tied to wellness, self-expression, and social connection. To move loyalty into the next phase, Michaels could sharpen its focus in three areas: influencer-driven creative challenges (to engage younger creators), tiered loyalty rewards around project completion and sharing, and seamless digital-to-store experiences that mirror how beginners discover via social and then shop in-store.
Arts and crafts retailers in general are in a strong position to capitalize on the trend toward hands-on, make-it-your-own rather than purely consumable retail. From a consumer-insights perspective, the key drivers are: the sustainability & reuse value of handmade items, the mental-well-being benefit of tangible “creation” over consumption, and the shared-experience factor (DIY nights, social craft-ing, family projects).
When a retailer blends product, inspiration, community, and ease of execution, they turn passive interest into active spend. Michaels, with its broad assortment, store footprint, and growing data-driven insights (e.g., the trend report), is well-positioned — but must continue evolving its membership/loyalty model, digital content strategy, and store-based creative experiences to lock in the new generation of makers.
First of all, equating the world of creatives and makers with “grandma hobbies” is a losing proposition. Cyclically, this world trends up every 10 or 15 years. The reason the largest demographic is “older” is based on available time to dedicate to the arts. Check with any maker and you’ll find many have a lifetime of experience. There is a vast difference in qualities available in many of the fabrics, yarns, threads, tools etc. Michaels holds down the moderate end. If they wanted to potentially expand their base, they could dedicate some bandwidth to higher quality offerings in limited locations.
These crafts have always been big, especially in the US. There are certainly some people who dabble in them, but there are many who are very serious crafters and some who make a living out of it. As for Michaels and others, they’ve always had classes and workshops. This is an integral part of what craft stores do.
Granny knows what’s up. Turning away from the chaos and uncertainty of 2025 and toward these peaceful, social and creative hobbies restores consumers’ sanity.
Arts and crafts retailers can show leadership through in-person events, inspirational and educational content and social media communities to reach and engage their growing audience.