Michaels Expands, Revamps In-Store Events

Michaels is debuting the next step in omnichannel retailing with the launch of several in-store birthday parties along with a reimagining of other in-store events.

Following a successful pilot in Canada last year, Michaels is rolling out its "Birthday Parties" offering to stores in the United States. Designed for kids ages 4 through 13, each two-hour party includes three different projects with all necessary supplies, a dedicated "party captain" to host and handle all set-up and break-down, and a themed e-vite to easily manage invitations and RSVPs.

Parties are priced starting at $299 for up to 8 kids, with the ability to accommodate parties of up to 12.

To further customize the experience, customers can purchase convenient add-ons like pizza and beverages from Domino's, goodie bags, and balloons. At launch, Michaels is partnering with DreamWorks Animation to offer a limited-time party themed around hit preschool series Gabby's Dollhouse, now streaming on Netflix. Additional party themes include Dinosaur Discovery, Enchanted Fairytale, Tie-Dye Time, and more.

Michaels is also reimagining its classes and events program, offering customers opportunities to learn something new and get inspired in the format and setting that works best for them. To support customers in turning their ideas into I-did-its, Michaels is providing convenient and affordable ways for creatives to learn new skills or hone their abilities.

"Michaels is committed to being the best place for all things creative, both through our products and the experiences and services we offer," said Heather Bennett, executive vice president of Marketing and E-commerce at Michaels. "The evolution of our classes and experiences program, now including birthday parties, offer our customers even more stress-free, seamless ways to get creative while carving a new path for Michaels' continued omnichannel growth."

The retailer has also updated its MakeBreaks program and announced the return of Kids Club. Both experiences offer the opportunity to create a seasonal or on-trend craft with age-appropriate skills. Registration is not required, but customers may choose to sign up online for attendance reminders.

• MakeBreaks: With the purchase of an affordable "base" component, customers will be provided guided instruction and all the necessary supplies to complete their craft. MakeBreaks take place the first and third Sunday of each month and are a great way for creatives of all ages to learn new skills or test out a new hobby.
• Kids Club: A free experience for young creatives ages 3 and up with all supplies and instructions provided at no cost. Kids Club will take place the second and fourth Saturday of each month.