Michaels Launches 'Hobbyween' to Capitalize on Early Halloween…

Event summary

Michaels introduced 'Hobbyween,' its largest Halloween crafting assortment to date, featuring hundreds of exclusive DIY projects across categories like crochet, embroidery, and Paint by Number.
Searches for 'Summerween' on Michaels.com surged 530% year-over-year, with Halloween crochet kits up 583%.
70% of Michaels shoppers handcraft their own Halloween décor, driving demand for analog pastimes and nostalgic traditions.
The 2026 'Hobbyween' assortment includes expanded fiber arts, Paint by Number kits, DIY décor materials, mystery craft kits, and group crafting options.

The big picture

Michaels' 'Hobbyween' launch reflects a broader cultural shift toward analog pastimes and nostalgic traditions, with 70% of its shoppers DIYing their Halloween décor. The company is capitalizing on early seasonal demand, as evidenced by a 530% year-over-year spike in 'Summerween' searches. With over 1,300 stores in North America, Michaels is positioning itself as the go-to destination for creative Halloween celebrations.

What we're watching

Consumer Behavior Shift: How Michaels will sustain momentum from early seasonal searches and whether 'Summerween' becomes a permanent trend.
Category Expansion: The pace at which Michaels can scale its fastest-growing categories like Paint by Number and group craft kits.
Competitive Response: Whether competitors like Hobby Lobby or Joann will introduce similar early-season crafting initiatives.