Michaels promotes screen-free holiday with Craftsmas Advent calendar and new store features

Michaels is encouraging consumers to enjoy a screen-free holiday season by launching its “Countdown to Craftsmas” Advent calendar, which offers 25 days of craft projects accessible to all skill levels, Retail Dive reported. The calendar includes QR codes linking to step-by-step tutorials, and shoppers have chances to win gift cards and a grand prize.

The initiative responds to a survey by Michaels and Morning Consult showing that 80% of parents and 73% of Gen Zers desire hands-on, screen-free holiday activities. Heather Bennett, Michaels’ chief customer officer, emphasized the value of creating meaningful time together during the holidays.

Alongside the calendar, Michaels is offering early Black Friday deals to make crafting more affordable. The retailer has also revamped its loyalty program with more perks for lower tiers and introduced a high-spending tier for customers who spend $1,000 or more annually.

Michaels is reshaping its brick-and-mortar presence by opening experiential stores featuring specialized sections like Knit & Sew Shops and Pinterest Trend Bars. The company expanded these Knit & Sew Shops to over 1,200 locations and added more than 1,600 new products in fabric, yarn, and sewing, enhancing the in-store creative experience.