Michaels may not typically be at the top of my holiday shopping list, but that could change following its most recent announcement.
In late October, the crafting supply store revealed that it would collaborate with Hallmark this holiday season on a campaign centered around slowing down, unplugging, and creating meaningful moments.
It’s the exact type of screen-free joy many of us are craving, and it might be just the thing to boost the company’s seasonal sales.
Michaels teams with Hallmark on movie, crafting projects, and more
At the heart of the Michaels and Hallmark collaboration is an all-new movie, “Holiday Unplugged,” debuting on Nov. 7, 2026.
But beyond the screen, the collaboration will also include creative experiences, on-demand projects, and an exclusive holiday collection, according to the press release.
“Hallmark has an incredible ability to capture the traditions, togetherness and sense of magic people associate with the holidays,” Heather Bennett, Michaels chief customer officer, said in a statement.
“At Michaels, we believe creativity has the power to make those moments even more personal — whether it’s making a handmade gift, decorating for the season or starting a new tradition,” she continued. “This partnership brings two brands together around something we know our customers value: creating meaningful moments with the people they love.”
In order to help shoppers make meaningful moments of their own this year, Michaels will be hosting in-person crafting events at its stores all throughout November and December. Attendees will have the opportunity to make everything from Hallmark-branded ornaments to yarn muffs and hand-stitched cards.
A full list of dates and projects can be found here.
Retailers are looking beyond price to win holiday shoppers
The timing of Michaels’ announcement is not insignificant.
Competition for shoppers’ dollars has intensified this holiday season.
According to Deloitte’s 2026 Holiday Retail Survey, four in 10 shoppers are looking for value this holiday season, using promotions, rewards programs, and lower-priced alternatives to make their purchases feel worthwhile.
More holiday shopping news:
- Bath & Body Works makes a big move for the holidays
- Toy prices jumped the most of any holiday category
- Victoria’s Secret pulls its runway hits out of holiday sales
That puts pressure on retailers to give consumers compelling reasons to shop with them, beyond price alone.
One way they can do this, the study says, is by “pairing products with experiences… [which] can help keep the season festive and financially manageable.”
Kiara Barrett, head of global thought leadership at Circana, agreed, telling Retail Dive that she’s seen a shift in the types of gifts consumers are willing to shell out on.
“Throughout 2026, we’ve seen shoppers shift toward a new definition of value, one that extends beyond price alone. While affordability remains important, consumers continue to prioritize purchases that create meaningful moments, strengthen personal connections, improve everyday life, or simply deliver a sense of joy.”
For Michaels, this Hallmark collaboration offers a way to connect to that broader idea of value.
By pairing its products with hands-on activities and a familiar entertainment brand, the retailer is giving shoppers another reason to visit its stores beyond simply picking up craft supplies.
Whether that translates into stronger holiday sales remains to be seen. But as retailers compete for consumers’ attention and spending, creating an experience around a purchase could prove just as important as the product itself.
Related: Bath & Body Works makes a big move for the holidays
