Michaels doubles down on party supplies with in-store customization bars and more
Michaels is beefing up its positioning itself as a one-stop destination for all things parties related.
The retailer is rolling out in-store customization bars and broadening its overall party assortment by 60% with nearly 600 new products and new categories. The initiative marks the expansion of Michaels’ dedicated in-store department The Party Shop, which it launched last September as it stepped up to fill the void left by the departure of Party City and Joann from the retail landscape.
During the past year, Michaels has grown its assortment to more than 4,500 party supplies and balloons across 60-plus themes. The company is now adding new categories such as piñatas, featuring a wide range of designs from sports themes to trend-forward styles.
Michaels’ updated lineup also includes expanded licensed kids’ party supplies, featuring characters such as Bluey, Hello Kitty Stitch and more across paperware, balloons and décor. It's also adding high-quality, elevated drinkware, flatware, and serverware collections.
Beginning this month in its stores across North America, Michaels is introducing do-it-yourself customization bars that invite shoppers to personalize their celebrations in real-time. Here's the rundown:
•The Favor Bar allows customers to mix and match trend-forward items to build custom party favors. Featured items include beauty treats, bachelorette-ready gift sets, glitter drink mixes, playing cards and more.
•The Candy Bar offers a wide assortment of gummy bears, jelly beans, gumballs and other sweets that for designing a “picture perfect” dessert display or custom favor bags,
•The DIY Banner Bar invites customers to create personalized custom felt banners using interchangeable numbers, letters and icons on a variety of garlands for any occasion.
•The 5 for $5 Signature Stripe Packaging features a value-driven selection where customers can mix and match any five pieces of select gift wrap, gift bags, bows, tags and tissue paper for just $5.
"At Michaels, we believe the joy of celebrating should begin the moment you start planning,” said David Boone, CEO at Michaels. “As North America’s ultimate celebration destination, we are committed to being the true one-stop shop, delivering a differentiated selection and exclusive experiences — from our industry-leading balloon services to our brand-new customization bars — that empower our customers to transform any milestone into something truly extraordinary.”
Michaels operates more than 1,300 stores in 49 states and Canada.
