About Audience Autopilot™ Insights

Deep consumer insights sharpen a brand's competitive edge and reduce marketing risk. Autopilot Insights™ extract actionable data on Michaels consumers from billions of digital signals, and pack them into a beautiful, easy-to-navigate dashboard.

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Michaels

AI Audience Insights

The Michaels Companies, Inc. is North America's largest specialty provider of arts, crafts, framing, floral, wall décor, and seasonal merchandise for the hobbyist and do-it-yourself home decorator. As of February 27, 2016, the Company owned and operated more than 1,340 stores in 49 states and Canada under the brands Michaels, Aaron Brothers and Pat Catan's. The Michaels Companies, Inc., also owns Artistree, a manufacturer of high quality custom and specialty framing merchandise, and Darice, a premier wholesale distributor in the gift and decor industry. The Michaels Companies, Inc. produces a number of exclusive private brands including Recollections®, Studio Decor™, Bead Landing®, Creatology®, Ashland®, Celebrate It®, Art Minds®, Artist's Loft®, Craft Smart® and Loops & Threads®. With crafting classes, store events, project sheets, store displays, mobile applications and online videos, The Michaels Companies offer experiences that can inspire creativity and confidence for customers. Learn more about Michaels at www.michaels.com.
Executive Summary

Michaels' Customer Base: A Stitch in Time Saves Nine

Welcome to the world of crafting, creativity, and, of course, good ol' Michaels! If you're looking at diving into the picturesque world of arts and crafts, you might want to know a little something about the folks who frequent Michaels stores. Like thread through fabric, the demographics, behaviors, and interests of Michaels' customers weave a delightful tapestry worth exploring.

Who Are the Michaels Mavens?

Let's kick things off by stitching together the top consumer segments that make up the Michaels customer base. From suburban families to stylish singles, this intriguing mix is anything but drab!

Segment Name Description Percentage of Customers Indexed Against US Population Overall Rank
#SatelliteScions Highly educated suburbanite families living on the outskirts of tech hubs. 3.17% 190 1
#GoodLifeCitizens Upper-income families living their best life just outside cities. 3.21% 159 2
#FamilyOutposts Wealthy family-focused households straddling the suburban/rural line. 2.33% 192 3
#NorthernLights Middle-aged rural couples making relatively high incomes in white-collar jobs. 2.84% 147 4
#Bootstrappers Upper-middle income families near cities, working management roles in service, blue-collar, and admin jobs. 3.04% 142 5

It appears that **#SatelliteScions** rank first, likely crafting their way through life's challenges with cutting-edge school supplies and DIY décor. Meanwhile, **#GoodLifeCitizens** are living their best life, and their best life includes plenty of craft projects! But don’t forget about **#FamilyOutposts**, who balance wealth with a family-centric lifestyle like pros.

Demographic Highlights

What do these crafty customers look like? Let’s paint a clear picture!

  • Age: The Michaels customer demographic spans across age groups but tends to lean toward families and middle-aged consumers. These crafters prefer creating memories (and scrapbooks) for their children.
  • Income Levels: Most customers fall into the upper-middle-class or affluent brackets. After all, crafting can be an expensive hobby, and you need to be able to afford those rhinestones!
  • Education: Many Michaels shoppers are well-educated, often holding degrees that reflect their professional prowess. They combine brains with creativity!

Cracking the Craft Code: Marketing Insights

What makes these crafters tick? Knowing the ins and outs of customer interests helps Michaels craft an engaging shopping experience.

Here are some notable insights:

Source Category Title Weighted Index
mobile retail Agriculture - Hollywood Feed 263
socialmedia marketing Podcasts and Radio - Morning Show with Boomer & Gio 257
mobile fitness Gyms, Fitness Centers - Fitness Together 241

The items ranked high above suggest customers prioritize community services, wellness, and social activities. Crafting might just be the glue that holds their busy lives together!

Actionable Strategies: Crafting the Marketing Message

Knowing who these crafty consumers are allows Michaels to weave a marketing message that resonates with customers. Personalization is the golden thread that will keep them coming back for more!

A few strategies include:

  • Targeted Promotions: Offer specific discounts for families during back-to-school season or holiday sales. Encourage families to create memories through crafting activities!
  • Workshops & Events: Hold craft workshops in-store. Encourage community by providing a platform for customers to learn from each other. After all, sharing is caring!
  • Online Engagement: Utilize social media platforms to showcase customer creations. Post tutorials, share success stories, and highlight DIY projects. Nothing inspires like seeing other crafters’ success!

Tying It All Together

The charts and data present a clear picture: Michaels customers are creative, engaged, and uniquely diverse. Licensing the findings from this report offers leverage to tap into this vibrant market. So if you fancy getting crafty with data, licensing this report is sure to help you sew together an effective marketing strategy to snag these artful shoppers!

After all, you can’t spell “crafty” without “Michaels,” so step up to stitch your marketing plans in line with this delightful demographic!

License Michaels Insights

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Autopilot v2 Special
(Q4 2024)