Michaels Expands Guided Crafts to Meet Soaring Customer Demand

With Michaels' increased assortment, customers can master new skills, spark creativity, and share the joy of creating with friends and family

IRVING, TX (September 9, 2025) - Michaels, the go-to destination for creating and celebrating in North America, has expanded its collection of Guided Crafts in direct response to customer demand, reinforcing its commitment to fostering creativity and community.

Michaels now offers over 370 unique and exclusive Guided Crafts, with additional products launching as part of its seasonal assortment. For Halloween, the retailer has added over 100 new options across Diamond Art, Paint by Number, Canvas Painting Kits, and Diorama Kits - all available now in-store and online - and will roll out over 150 new products for Christmas, including Christmas Amigurumi and Stitchery Kits for the first time ever.

Michaels' inaugural Creativity Trend Report, launched earlier this year, identified a surge in demand for beginner-friendly or "gateway" crafts among adults - particularly as a means of socializing with friends and practicing self-care. In fact, searches on Michaels.com increased 99.5% last year for beginner-friendly crafts and 476% for diamond art kits. Michaels' research also revealed that 90% of Gen Z and Millennials crave more creative time with friends, while 71% expressed interest in joining a craft club in 2025. Based on this insight, the retailer has increased its assortment of Guided Crafts by over 150% over the last year.

"At Michaels, our purpose is to fuel the joy of creativity and celebration in every community we serve," said Chuck Smith, Senior Vice President and General Merchandise Manager at Michaels. "We know that trying a new craft can be daunting, so we make it easier than ever with our collection of Guided Crafts by providing all the materials and instructions in one place. This makes it simple for customers to explore different projects, find the one they love, and share the joy of creating with friends and family."

Since the expansion, sales of total Guided Crafts have grown significantly, with best-selling products moving faster than planned. Diamond Art and Paint by Numbers are among the top-performing categories for Guided Crafts and are current fan-favorites on social.

The expanded assortment of Guided Crafts is shoppable both in-store and online at Michaels.com. For more inspiration and creativity, follow us on social media @michaelsstores.

About The Michaels Companies, Inc.At The Michaels Companies Inc., our purpose is to fuel the joy of creativity and celebration. As the leading destination for creating and celebrating in North America, we operate over 1,300 stores in 49 states and Canada and online at Michaels.com and Michaels.ca. The Michaels Companies, Inc. also owns Artistree, a manufacturer of custom and specialty framing merchandise. Founded in 1973 and headquartered in Irving, Texas, Michaels is the best place for all things creative. For more information, please visit https://www.michaels.com.

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