Hobbycraft has reported a bumper Christmas trading period as shoppers took to crafting, hobbies and handmade gifts.
The UK’s largest arts and crafts retailer said total revenue grew 6.3% year on year, while ecommerce sales increased 13.8%, boosted both by its digital channels and a strong in-store performance.
Christmas product sales rose 21.6%, driven by demand for DIY decorations and gifting, including ceramic baubles, wooden advent calendars, colour-in cardboard houses and velvet ribbon.
Hobbycraft said the results reflected continued interest in personalised, handmade festive décor and activities for families.
Several core hobby categories delivered standout growth. Model making sales surged 61.1%, while hobbies and collectables rose 52.6%.
Meanwhile, kids crafting kits grew 12%, haberdashery sales increased 14.4% and knitting yarn sales climbed 12.8%.
Knitting and crochet also performed strongly, supported by what the retailer described as the so-called “Tom Daley Effect”. Sales of his beginner crochet and embroidery kits, sold exclusively at Hobbycraft, rose 32% in the run-up to Christmas.
Hobbycraft’s loyalty scheme, Hobbycraft Club, continued to grow, citing sign-ups up 32% and member-driven revenue increasing 37%, supported by exclusive deals and early access to promotions.
Hobbycraft CEO Alex Willson said: “We’re pleased to see strong trading numbers for the six weeks to Christmas, which is testament to our fantastic colleagues across our stores, HQ and distribution centre.
“In terms of key highlights, we were buoyed by strong online sales, while still seeing promising results across our store portfolio, too.
“As we head into 2026 with total sales up 6.3% year-on-year, we’re hopeful that by catering for our core craft fans, alongside our newer cohort of hobbyist customers, we will continue to see growth into 2026.”
The latest results follow the retailer revealing its profits and sales plunged in 2024, in the wake of comprehensive restructuring conducted by its new owners, which was agreed in May 2025.
Hobbycraft, which reported adjusted EBITDA had halved from £10.4m in 2024 to £5.2m, in August confirmed the closure of eighteen loss-making stores.
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