Michaels launches birthday parties, enhanced in-store events

The Michaels Companies creating new and enhanced activities for customers — in-store and online.

After a successful pilot in its Canadian market in 2023, Michaels is officially rolling out its "Birthday Parties" offering in stores across the U.S. for kids ages four through 13. The retailer handles all the logistics of the party from start to finish, with prices starting at $299 for up to eight kids. The retailer can accommodate parties of up to 12. 

Each two-hour party includes three different crafts projects with all necessary supplies, a dedicated “party captain” to host and handle all set-up and break-down, and a themed virtual invitation to manage invitations and RSVPs.   

Customers can purchase add-ons like pizza and beverages from Domino’s, goodie bags and balloons. At launch, Michaels is partnering with DreamWorks Animation to offer a limited-time party themed around the preschool series “Gabby’s Dollhouse,” now streaming on Netflix. Other party themes include Dinosaur Discovery, Enchanted Fairytale, Tie-Dye Time and more.  

"Michaels is committed to being the best place for all things creative, both through our products and the experiences and services we offer," said Heather Bennett, executive VP of marketing and e-commerce at Michaels. "The evolution of our classes and experiences program, now including birthday parties, offer our customers even more stress-free, seamless ways to get creative while carving a new path for Michaels’ continued omnichannel growth."

In-store events

 Michaels has also updated its “MakeBreaks” program, which, with the purchase of an affordable "base" component, provides customers with guided instruction and all the necessary supplies to complete their craft. The program take place the first and third Sunday of each month. 

In addition, the retailer has brought back its “KidsClub," a free experience for kids ages three and up with all supplies and instructions provided at no cost. It takes place the second and fourth Saturday of each month.  

Virtual classes

Michaels also offers online classes that give customers the opportunity to learn on-demand. The classes are free, but require attendees to purchase the supplies needed for the project. With projects for all levels, online classes span projects teaching technical skills like quilting, sublimation and brush lettering. 

Michaels pilots handmade marketplace in stores

In other omnichannel activity, Michaels is piloting MakerPlace by Michaels, an online marketplace offering handmade goods, artist-led classes, how-to guides, and access to Michaels’ assortment of supplies and componentry, in seven stores. In-store customers can shop across MakerPlace categories like home décor and accents, fine art and woodwork. 

Based in Irving, Tex., The Michaels Companies Inc. operates more than 1,300 stores in 49 states and Canada, and online at Michaels.com and Michaels.ca. The Michaels Companies also owns Artistree, a manufacturer of custom and specialty framing merchandise.