Michaels helps consumers craft their own Merry Christmas

IRVING, Texas —When the going gets tough, the tough make their own Christmas presents.

At least that is the trend being witnessed by Michaels Stores, where cash-strapped, resourceful consumers are counting on the nation’s largest arts and crafts retailer to provide gift-giving and decorating solutions. Michaels reports that budget-conscious holiday shoppers are turning to handmade gifts and decor items this season as a way to give gifts from the heart and stretch their holiday dollars. To capitalize on the trend, Michaels launched its “endless creativity, endless saving,” holiday advertising campaign last month.

“By providing inspiration and ideas in stores and online, our endless creativity, endless savings theme creates value for customers who want to save time and money this holiday season,” said Stuart Aitken, Michael’s chief marketing officer.

The campaign focuses on decorations and gifts consumers can make themselves, in addition to ready-to-wrap gifts, stocking stuffers and last-minute gift and gift wrap ideas. The campaign features a new Michaels holiday Web site, www.WhereCreativityHappens.com , that includes a series of how-to webisodes featuring Michaels creative expert Jo Pearson who provides tips, techniques and inspiration. The goal is to make personalized holiday projects fun and easy for people of any skill level by providing information on more than 500 gifts and ideas. In the videos, Pearson demonstrates how to make many of the projects.

“It doesn’t matter if you’ve never done a creative project before. You can be creative, make cool stuff and have fun doing it,” Pearson said. “There’s also something really special about giving someone a handmade gift or decorating your holiday table with a centerpiece designed and made by you. It’s a great feeling.”

The integrated campaign features an in-store element in addition to the online components. Throughout the holiday season, all Michaels stores will host free, weekly holiday workshops where customers can work alongside Michaels craft specialists who offer hands-on help with holiday projects.