Hobbycraft has posted a “robust” set of Christmas results driven by workshops, a quicker click-and-collect service and social media ‘cleanfluencer’ Mrs Hinch.
In the seven weeks to December 26, 2022, the arts and crafts specialist saw total revenue grow 7.2% on 2021 figures, with total like-for-like sales up 5.5%.
The retailer credited investment in a new website and a “more immediate” click-and-collect service, which enables collections within one hour, as among the reasons for its strong performance. This had resulted in click-and-collect orders “increasing by 54%, representing 40% of all online orders,” Hobbycraft said.
Jigsaws also helped to buoy sales, with 220% more units shifted compared with 2021, while sales of kids’ craft kits increased 18% and demand for more recyclable gift-wrapping saw a 22% rise in transactions for Kraft Brown wrapping paper.
Sales of ceramic blank decorations also leapt 50% on the previous year due to the popularity of personalised products, Hobbycraft said.
The chain also witnessed a 640% spike in sales of its fillable wooden letter (£5) over December 12 and 13 versus the previous two days after social media influencer Mrs Hinch shared a DIY gift idea using the product, lining each one with red felt and filling it with chocolate.
Hobbycraft’s festive workshops – which ran for 16 weeks and involved crafts such as wreath and advent calendar making – were attended by 16,000 adults and children.
Dominic Jordan, chief executive at Hobbycraft, said: “We are delighted to report a robust set of results for Christmas as our customers invest in thoughtful, personalised and handmade items [which also offer] great value.
“With it being a tough year for many, the process of crafting can help with mindfulness and something that is handmade is more likely to be kept for longer as it has a personal connection to that individual or loved one.
“We’ve seen so many beautiful handmade items this year, which has brought a lot of festive joy.
“These fantastic results are a testament to our incredible colleagues who continue to provide amazing service and passion for our customers.”
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