MICHAELS, America’s go-to store for all things arts and crafts, is rolling out a massive expansion of its party supplies and revamping in-store party events.
The country’s largest arts supply retailer is ramping up its party range by a staggering 200 percent, with more than 500 new products.
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Starting in August, Michaels will add hundreds of new items across paper goods, accessories and décor, the retailer announced on Tuesday.
Adding to its wide range are more than 300 new balloon designs, including Iridescent Cherries, Disco Hats and life-size characters.
This follows the chain’s announcement that it hosted nearly 5,000 parties and served 42,000 kids across the US and Canada in 2024.
The retailer claims that since the beginning of the year, searches for party supplies on Michaels.com are up 155 percent.
Balloon searches are also apparently up 150 percent.
Michaels boasts over 1,300 stores across 49 states and Canada, as well as a robust online presence.
The retailer also revealed plans to introduce more birthday themes, seasonal themes, party add-ons and a refreshed in-store experience.
In its monthly ‘MakeBreaks’, shoppers will get to complete a $10 project in-store.
Kids can join ‘Safari Saturdays’ every weekend in July for just $10, while adults can enjoy private events featuring arts and crafts activities like paint pouring and plushie making.
Stacey Shively, Chief Merchandising Officer at Michaels, said: “As the destination for creating and celebrating in communities across North America, Michaels is committed to helping our customers create unforgettable celebrations for life’s most precious moments and milestones.
“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.”
It comes as major North American party competitors are exiting the market.
Party Tree, once the largest party supply retailer in the US, announced in December that it would be going out of business due to bankruptcy and closing its 800 stores.
In a huge move, discount chain Dollar Tree won a bid to acquire 150 former Party City locations.
In response to Party City’s exit, Michaels appears to have seized the opportunity to widen its party supply offerings.
With over 1,300 stores across 49 states and Canada, the retailer could end up filling the gap left by these closures.
Founded in 1973 and headquartered in Irving, Texas, The Michaels Companies, Inc. also owns Artistree, a custom framing manufacturer, and MakerPlace by Michaels, a marketplace for handmade goods.
Primarily known as an arts and crafts retailer, Michaels sells floral and wedding supplies, home décor, craft supplies, seasonal items and, now, an expanded range of party supplies.
This shift marks a slight change in the retailer’s brand direction.
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