Hobbycraft books 5.3% like-for-like Christmas sales growth

Hobbycraft books 5.3% like-for-like Christmas sales growth
Hobbycraft's Christmas sales increased by 3% across its stores while online sales surged 19.5%.
// Hobbycraft reports strong Christmas sales of 8.9%
// Like-for-like sales surged 5.3%
// Performance was boosted by demand for personalisation & in-store experiences

Hobbycraft has recorded “strong” Christmas sales growth after the arts and craft retailer was boosted by online sales, demand for personalisation and in-store experiences.

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

It said sales increased by three per cent across its stores while online sales surged 19.5 per cent for the period.


READ MORE: Hobbycraft revenue surpasses £100m thanks to online growth


Hobbycraft said the 2019 festive period saw an increase in customers looking to customise Christmas decorations, from DIY crackers to handmade wreaths.

It added that customers flocked to workshops and demonstrations across its 99 UK stores in the 12 weeks prior to Christmas.

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

Demonstrations also helped to drive surges in product sales, with DIY cracker sales jumping 41 per cent as a result.

Online sales also jumped higher during the period, with Hobbycraft pointing to over 200,000 customers who used its Ideas Hub for Christmas inspiration.

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

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

“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,” Hobbycraft chief executive Dominic Jordan said.

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

with PA Wires

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