Michaels looks to fill void left by Party City; expands balloons, party supplies
In the wake of the demise of Party City, Michaels is positioning itself as a one-stop destination for all things parties related.
The arts-and-crafts retailer is expanding its offerings across balloons and party supplies and is also adding enhanced in-store experiences for birthday parties and private events. The expansion comes after Party City closed its nearly 700 stores after declaring bankruptcy in December, with plans to go out of business.
Michaels said that balloon searches on its website have surged 150% since January. To meet rising consumer demand, the retailer has started rolling out more than 300 new balloon options. It also is expanding its kids' licensed balloons and animated characters.
In addition, Michaels is offering pre-made, grab-and-go balloon bouquets. Balloons can also be purchased online and picked up in-store.
The company also plans to expand its selection of party supplies by 200% beginning in August, adding more than 500 new products across paper party, accessories and décor. Michaels noted that searches for party supplies on its website are up 155% since January.
Birthday Parties
After launching its “Birthday Parties” offering in stores last year, Michaels said it hosted nearly 5,000 parties in the U.S. and Canada in 2024. It is releasing new seasonal themes for spring and summer that are already available for booking, with options for both younger and older kids.
In addition, customers can now add balloon bouquets in various sizes for the celebration, and/or select from other add-ons including goodie bags, slime, and pizza/drinks.
In-Store Event Enhancements
Michaels is revamping in-store events for both kids and adults. The new additions include “MakeBreaks,” which take place once a month and allow customers to gather in-store and create a project from start to finish for just $10.
Customers can also book a dedicated space at Michaels stores to host private gatherings where they receive all of the supplies they need for group crafting projects such as paint pouring, self-care crafting, knitting, and plushie making.
Throughout the month of July, Michaels will host "Safari Saturdays" for kids ages six and up. For $10, parents can enjoy worry-free shopping while their kids craft and express their creativity, the retailer said.
"With the expansion of our balloon offerings and party supplies, along with enhanced in-store events and personalized birthday party add-ons, we're making it easier than ever for families and friends to come together, celebrate, and express their creativity,” said Stacey Shively, chief merchandising officer at Michaels.
Michaels operates more than 1,300 stores in 49 states and Canada.
