Hobbycraft has recorded an upswing in festive sales across its shops and online spurred by in-store Christmas workshops.
The arts and crafts retailer posted a 9.5% increase in sales in the six weeks to December 24, bolstered by a 7.1% uptick in like-for-like sales in-store.
Online sales rose 28% during the period.
Hobbycraft hosted 12 weeks of festive workshops and demonstrations across 94 of its stores in the run-up to Christmas, which were attended by 21,000 shoppers.
A workshop on custom-made Christmas Eve boxes led to sales of the product more than doubling during the week it was demonstrated in-store.
The number of shoppers who visited the retailer’s blog and Christmas look book was up 10% during the period.
Hobbycraft customer director Katherine Peterson said: “A personalised present means so much more and Christmas is clearly the perfect time of year to create something extra special for loved ones.
“Social media channels and influencers are helping to drive this trend and our results this Christmas show that crafting a thoughtful gift or decoration is a more enriching experience in these challenging times.”
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