Michaels is getting the Hallmark holiday treatment.
The retailer has teamed with Hallmark on Holiday Unplugged, an original holiday movie premiering Nov. 7 on Hallmark Channel and Nov. 8 on Hallmark+. The film centers on a family stepping away from screens and reconnecting through hands-on traditions — a theme Michaels will carry into stores throughout November and December.
Beginning Nov. 1, customers can take part in Hallmark-inspired projects ranging from hand-stitched cards and ornaments to air-dry clay figurines, hand-knit gifts, and holiday journals. A Nov. 7 Michaels x Hallmark Holiday Workshop will feature two projects designed by Hallmark, with artist appearances planned at select stores in Lenexa, Kansas, and New York City.
The partnership also brings an exclusive assortment of Hallmark holiday products to Michaels, including seasonal décor, plush, baking, and entertaining pieces.
“Hallmark has an incredible ability to capture the traditions, togetherness, and sense of magic people associate with the holidays,” said Heather Bennett, President & Chief Customer Officer at Michaels.
Michaels says the timing fits what shoppers are asking for. New research conducted with Morning Consult found 80% of parents are looking for screen-free, hands-on holiday activities.
Hallmark-inspired on-demand classes and projects will also be available through Michaels.com/classes throughout the season.
