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Retailers are increasing their social media efforts to boost interest in crafting post-pandemic.

May 11 2021

Retailers are increasing their social media efforts to boost interest in crafting post-pandemic. YPulse’s hobbies and passions behavioral research shows that arts and crafts is one of the top hobbies that young consumers picked up during COVID-19. It’s no doubt the crafting industry saw increased engagement during the pandemic, and NPD Group reported a 70% increase in craft sales during the early days of the pandemic in April. Now, retailers like Joann, Michaels, and Target are amplifying their social media advertising efforts to keep consumers interested in the hobby post-pandemic. Joann plans to invest in targeted, digital marketing and expand its presence on YouTube, while Michaels plans to partner with crafting influencers Craft Box Girls, and integrate more user-generated content. Target is also going after the casual crafter with their launch of Mondo Llama, which offers supplies for both children and adults. For LoveCrafts, the brand is taking the surge in online sales during the pandemic as a sign that consumers are not only using crafting as a way to stay entertained, but to support their mental health (something YPulse’s data shows as well). To tap into mindfulness, the retailer released an online “mindful making” workshop featuring printables, patterns, and projects to promote the use of crafting as a mental health exercise. (Modern Retail)