Hobbycraft Christmas sales driven by digital and personalisation

Arts and crafts retailer Hobbycraft ticked several modern customer requirements during the recent Christmas trading period and boosted sales as a result, according to a statement released by the business today.

Total sales rose by 8.9% year-on-year in the five weeks to 24 December 2019, while like-for-like trading was up by 5.3%, with the retailer saying online sales jumped by 19.5% versus the same period in 2018.

But Hobbycraft’s success story over the critical festive trading period was not just one of online at the expense of stores – the retailer’s workshops, which are hosted in its shops, were attended by 23,000 adults and children in the 12 weeks leading up to Christmas.

At those events customers had the chance to make their own personalised baubles, with personalisation apparently a significant theme among Hobbycraft’s shoppers during the peak period. Handmade crackers and wreaths proved popular, the retailer said, and DIY cracker sales grew by 41% year-on-year, supported by content and advice available at the retailer’s events.

Hobbycraft also noted a trend for more sustainable materials, with recyclable gift tag sales jumping by 21% year-on-year, and customers also purchasing more recyclable wrapping paper and crackers.

Hobbycraft CEO Dominic Jordan said: “This is a good performance. This Christmas we’ve seen so many customers looking not only to personalise their gifts, but also to consider presentation and recyclability of materials.”

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