The 'Make the Holidays' campaign celebrates the individuality of holiday traditions.

Working closely with our strategic team, we created personalized messaging for each holiday Maker behavior, positioning Michaels as the ultimate destination for their holiday needs. Through four personas, we showcase Michaels' unique offerings, including a wide range of products, private label brands, and convenient services for time-conscious shoppers.

Meet the Holiday Personas:

Holiday Maximalists: Early starters who go all out, all season long, seeking inspiration. For Maximalists, it’s all holiday, all the time.

Thoughtful Gifters: Quality-focused Makers/creators who start early to ensure the best handmade gifts.

Tradition Makers: Create mini moments leading up to the big day, attending classes, following how-tos, and using activity kits for magic-making.

Late Night Elves: Rushing to decorate and buy gifts, they rely on convenience services like BOPIS, curbside, and same-day shipping.