As Party City's balloons have deflated and Joann's fabric aisles faded away, Michaels is hoping to turn the party aisle into its next big celebration. The arts-and-crafts retailer announced it is pumping up its party supplies assortment by 60 percent this year, rolling out nearly 600 new products aimed at shoppers looking to throw birthdays, graduations and other celebrations without bursting their budgets, according to a news release.
Seizing the Party Market
The move comes as Michaels looks to seize the party market left open by the troubles faced by Party City and its defunct rival Joann. Michaels first launched its in-store Party Shop concept in September, featuring tableware, themed paper goods, balloon arch kits and a balloon bar.
New Products and Piñatas
One of the biggest new additions is piñatas, with everything from sports-themed designs and classic smiley faces to more on-trend styles, plus pre-bagged candy fillers to make party prep easier. Michaels is also expanding its lineup of licensed kids' party supplies, including Bluey, Hello Kitty and Stitch plates, napkins, balloons and decorations. Beyond décor, Michaels is expanding into drinkware, utensils and other table-ready essentials while also cutting prices across hundreds of party items, aiming to help budget-conscious shoppers manage celebrations more affordably from setup to cleanup without the financial hangover.
DIY Bars and Customization
Starting this month, Michaels will also begin rolling out in-store DIY bars where customers can customize party favors, banners and packaging. "As North America's ultimate celebration destination, we are committed to being the true one-stop shop, delivering a differentiated selection and exclusive experiences – from our industry-leading balloon services to our brand-new customization bars – that empower our customers to transform any milestone into something truly extraordinary," Michaels CEO David Boone said in a statement.
Affordable Birthday Parties
Michaels has also lowered prices on in-store birthday parties to $149, with packages that include setup and cleanup handled by employees, along with customizable licensed decor, crafts and Balloon Bar add-ons. Meanwhile, Party City is making a partial comeback after its bankruptcy by partnering with Staples to launch shop-in-shop sections inside more than 700 Staples stores.
