Hobbycraft increases sales
Hobbycraft has announced like-for-like sales up by 9.5 per cent in the six weeks to 24 December. It experienced strong growth both in its stores and online with in-store like-for-likes up 7.1 per cent and online sales rising by 28 per cent. To boost customer engagement, Hobbycraft hosted 12 weeks of Christmas workshops and demonstrations across its 94 stores in the run-up to Christmas. These included demonstrations with fillable baubles, making personalised advent calendars and drew some 21,000 attendees. Added to which its blog and Christmas ‘Look book’ attracted a 10 per cent rise in customers seeking Christmas ideas.
Katherine Paterson, customer director at Hobbycraft, said: “A personalised present means so much more and Christmas is clearly the perfect time of year to create something extra special for loved ones. Social media channels and influencers are helping to drive this trend and our results this Christmas show that crafting a thoughtful gift or decoration is a more enriching experience in these challenging times.”