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Hobbycraft sees Christmas sales growth as shoppers buy craft projects and personalised gifts across channels 

A Hobbycraft workshop taking place in-store. Image courtesy of Hobbycraft

A Hobbycraft workshop taking place in-store. Image courtesy of Hobbycraft

Hobbycraft says its customers shopped online and in-store for craft projects and personalised gifts as it reports sales growth in the run up to Christmas. 

The crafting supplies retailer, ranked Top100 in RXUK Top500 research, says sales grew by 7.2% in total in the seven weeks to December 26 2022, and by 5.5% on a like-for-like basis that strips out the effect of store openings and closures. 

Strong in-store sales growth was supported, says Hobbycraft, by its investment in a new website which combines product and project inspiration with a one hour click and collect service. Over the period, click and collect orders grew by 54% to represent 40% of all online orders. 

In the approach to Christmas Hobbycraft launched two new subscription options for regular crafters, and also kept the prices of 400 craft essentials at 2021 prices. Workshops took place both online and offline for customers to make their own craft projects, from advent calendars to Christmas wreaths. Workshops were also given as gifts. 

Its online Ideas Hub saw more than 600,000 visits from customers looking for inspiration in the six weeks running up to Christmas – the most popular posts featured crochet and wreath making. Social media also played a role, as the #DIYChristmasGift hashtag was viewed 23.6m times on platforms such as TikTok. ‘Cleanfluencer’ Mrs Hinch, for example, came up with a DIY Christmas gift idea, filling Hobbycraft fillable wooden letters with chocolates, that resulted in sales of the range growing by 640% between December 12 and 13 compared to the previous day.

Recyclable products were also attractive, with a 22% rise in sales of kraft brown wrapping paper. 

Dominic Jordan, chief executive of Hobbycraft, says: “We are delighted to report a robust set of results for Christmas, as our customers invest in thoughtful, personalised, and handmade items, whilst also being at great value. With it being a tough year for many, the process of crafting can help with mindfulness and with something that is handmade, it is more likely to be kept for longer as it has a personal connection to that individual or loved one. We’ve seen so many beautiful handmade items this year which has brought a lot of festive joy.”

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