Personalised Christmas decorations drive Hobbycraft sales higher

Hobbycraft has reported “strong” Christmas sales growth after the craft business was boosted by shoppers looking to personalise their festive decorations.

The retailer said sales jumped 8.9% over the five weeks to December 24 on the back of a 5.3% like-for-like sales increase.

It said sales increased by 3% across its stores while online sales surged 19.5% for the period.

The retailer said the 2019 festive period saw a notable increase in customers looking to customise Christmas decorations, from DIY crackers to handmade wreaths.

Hobbycraft's DIY crackers (Hobbycraft/PA)
Hobbycraft’s DIY crackers (Hobbycraft/PA)

Hobbycraft said it saw customers flock to workshops and demonstrations across its 99 UK stores in the 12 weeks prior to Christmas.

It said the workshops were attended by 23,000 adults and children who also made their own personalised baubles.

The retailer said demonstrations helped to drive surges in product sales, with DIY cracker sales jumping 41% as a result.

Online sales also jumped higher during the period as it said over 200,000 customers used its Ideas Hub for Christmas inspiration.

Meanwhile, sales of sustainable products also surged as shoppers made more eco-friendly purchasing choices.

It said recyclable gift tag sales increased 21% as customers also purchased more recyclable wrapping paper and crackers.

Dominic Jordan, chief executive officer of Hobbycraft, 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.

“We’ve seen some fantastic examples of gift wrapping and tags which can be both beautiful and better for the environment.”

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