Making the Holidays Personal: A New Shift
As holiday lights flicker on in neighborhoods across the country, what's lighting up more than just front yards this year is a shift in consumer desires. The 2026 Michaels State of the Holiday Season Report, crafted meticulously with Morning Consult, reveals some trends that just might shake up how folks celebrate this year. Parents and kids alike are tired of screens, and they're swapping time online for something more tangible. Almost 80% of parents are yearning for screen-free activities this season, hoping to bring back some of that magic of crafting and connecting.
Meaning Over Materialism: DIY Takes Center Stage
Here's where things get interesting. Nearly eight out of ten believe that a handmade $25 gift is worth as much as, if not more than, a $100 store-bought item. People aren't just penny-pinching; they're looking for meaning that doesn’t come with a big price tag. This isn't just warm and fuzzy talk but a genuine pivot in holiday traditions. Time with family tops the joy list for 48% of holiday celebrators, outpacing the allure of receiving gifts, which clings to a modest 18% share.
The Tech Curtain Falls: Screen-Free Dreams
Parents, in particular, are feeling the burn from constant screen usage, with 56% reporting fatigue. Those of us who remember life pre-smartphone might see this as a long-overdue reckoning. Gen Z isn't lagging either—nearly three-quarters want to ditch screens, embracing hands-on activities for some real-world interaction.
"As December draws near, families are stretched thin, both time-wise and financially," said Heather Bennett of Michaels, hitting on the twin pressures playing into these shifts.
Starting Early to Avoid December Rush
The pressure of December stress, which worries 60% of regular holiday observers, has families starting their holiday preparations early. About a third are buying gifts before November rolls in, spreading out the financial load and, ideally, cutting down on last-minute chaos. Michaels, the retail giant behind this report, is getting in on the act by offering everything from personalized ornaments to crochet kits starting at just a few bucks. Who can argue with a $2.99 gateway to creativity?
Younger Generations, New Traditions
Millennials and Gen Z are all about expressive holiday decor, diving into styles that bust the seams of traditional simplicity. Whether it's playful maximalism or moody glamour, these groups are steering clear of the typical red-and-green rut. These trends may not move the needle for every investor, but they certainly show where younger wallets might open during holiday runs.
Satisfying the Need for Connection
Michaels is keen on being more than just a store; it's positioning itself as a hub for shared experiences, pushing creative activities that require no screens—a bold step considering society’s tech-obsessed norm. With more than half of adults lamenting overstuffed homes, Michaels seems to be banking on an increasing preference for handmade over hyper-marketed.
The strategic play here seems to be attracting those who prize authenticity and personal touch—two things money often can’t buy. In a marketplace crowded with cheap convenience, being a source of deeper familial connection might just be Michaels' ticket to staying relevant. And while there might not be a ticker to champion in this piece, the good ol' question remains—how does a retailer stay profitable in a world inclined toward minimalism?
With holiday décor and supplies already front and center in stores, Michael's heads into the season armed with options, from exclusive collections to DIY kits, offering consumers a personal, budget-friendly alternative for their holiday splurges.
