Specialist crafts retailer Hobbycraft has reported growing sales over its Christmas trading period as festive products helped drive sales.
In the six weeks to December 28, total revenue increased 6.3% year on year, while ecommerce sales were up 13.8%.
Sales of Christmas products including ceramic baubles, DIY advent calendars, colour-in cardboard houses and velvet ribbons grew 21.6%, reflecting the demand for handmade gifts, kids activities, and DIY festive decorations.
The retailer’s loyalty program, Hobbycraft Club, also saw sign-ups rise 32% and revenue from this increased 37%. The group said growth was driven by regular club-exclusive deals, early Black Friday access offers, and improved sign-up journeys across all channels.
The hobbies and collectables category grew 52.6% with model-making kits leading the charge, with sales of this product growing 61.1% alone.
Knitting and crochet kits also rose 32%, with Hobbycraft selling more than half a million balls of wool in the run up to Christmas.
Workshops proved a popular seasonal activity, as kids’ festive workshops were up 38%.
Hobbycraft chief executive Alex Wilson 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.”
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