What It’s Like Doing an In-Store Popups at Michaels as Part of MakerPlace

The craft store chain, Michaels, has launched a new in-store popup program inviting makers to sell their handmade goods at their local Michaels stores. The program began in February with seven stores and in June 100 Michaels stores participated. Makers who are selling their products on Michaels’ handmade marketplace, MakerPlace, can apply to participate, paying a fee of $10 for a four-hour popup in their local store (learn more in the MakerPlace sellers’ Facebook group). A list of upcoming popups organized by state is located on the MakerPlace website.

Michaels launched its handmade marketplace, MakerPlace, in the summer of 2023. (This launch came just a few months after the company launched a third-party marketplace for craft supplies referred to by a very similar name, Marketplace.)

According to Michaels’ CEO, Ashley Buchanan, the popup shop pilot program is part of a “test and learn” mentality which takes a data-driven approach to launching and evaluating small-scale innovations that inform future launches.”

“MakerPlace, together with our stores and expanded ecommerce assortment, enable Michaels to be the true one-stop-shop to support handmade sellers along every step of their creative journey,” Buchanan wrote.

We spoke with several MakerPlace sellers who have done in-store popups in their local Michaels to learn more about the opportunity and find out how the experience has been going.

A somewhat confused customer reception

All of the makers we spoke to praised the welcome they received from the managers at their local stores upon arrival. They describe being greeted warmly and made to feel welcome. Often, though, the customers who came in during their popup event seemed confused by their presence in the front of the store, not quite understanding why there was a display of handmade goods in a big box supplies store.

Katie Hartman sold her handmade beaded earrings, acrylic paintings, and pompom garlands at a popup in her local Michaels store in Salisbury, Maryland. “The customers I encountered were a diverse group,” she said.

“Some were a bit hesitant, possibly because it’s unusual to see an artist selling their work inside a supply store, while others were very friendly and encouraging.”

During her four hours in the store, Hartman made only a single sale. “To be honest, I felt quite disappointed. I had hoped for more interaction and interest in my work. It was hard not to feel a bit discouraged when I had put so much effort into preparing for the event.” Several people who walked by suggested that she try vending at a local artist market, a suggestion she appreciated.

Many of the makers we spoke with felt that their local Michaels could have done more to promote the popup to their local customers. Rachel Simon did a pop-up at her local Michaels in Burleson, Texas earlier this year selling prints of her art. “I used my personal social media to promote it and the store manager took a photo with me,” said Simon. “However, that was it. No other follow-ups [by Michaels] besides a generic ‘great job’ from someone on the team that organizes the popups.”

Artist Nancy Quiaoit did a popup at her local Michaels in Elk Grove, California. “Only one customer was aware of it, other than my followers,” she said. “People brought their kids to the store for a free art class, misunderstanding what it was. Yikes! I directed them to my studio where I teach in-person classes nearby. I think it would have been more helpful if there were more than one vendor and more awareness was made to capture a correct target audience,” she says.

Quiaoit noted that shoppers were there for supplies, not finished arts and crafts. Quiaoit made two sales, both to local followers who had asked in advance if they could come by to pick up items from her in person. 

She also remarked that the store itself had very few shoppers. “I found it very odd that the store was so slow. My studio is less than five minutes away from the store and it’s a high-traffic area with restaurants and stores that are always busy. I have a minimum of 80 students per week at my studio. This made me question how Michaels’ physical stores are actually doing. Maybe it’s wise for them to be focusing on ecommerce if this is how other stores are, too.”

Some artists were able to generate sales on their own by working hard to engage Michaels’ customers as they came into the store. Cabrina McLain did her utmost to personally connect with customers during her popup at the Michaels in Belaire, Maryland. She was able to sell 12 pieces of art. Five customers bought artwork from her during the popup, and two more reached out to make purchases afterward.

Her strategy? Approach everyone.

“I walked up to customers and told them about my event and asked them to stop by my table,” she said. “I told them, ‘Michaels is focusing on making a social impact in the community by supporting artists like me’ and told them my prices range from $30-150.”

Being part of Michaels

Still, despite confused customers and fairly low sales, several makers we spoke with felt the experience was worthwhile if only to create a connection to a large industry player like Michaels. Simon said, “It’s an experience to be at a major retailer with your items.” She felt it was a nice thing to be able to add to a resume.

Linette Ramos de Soto has done several popups in Michaels stores in her area in Michigan. She sees the opportunity less about making sales during her four hours in the store and more as a way to build her brand in partnership with Michaels. “I’ve turned myself into a sort of liaison,” she says.

“I want to have a good relationship with Michaels. I want to be their ‘go-to’ person. Business is not all about money. Businesses grow through relationships.”

She says that working with Michaels has lent her business a sort of legitimacy, or a stamp of approval, and she’s grateful for the momentum that’s helped her to build. For example, in the fall of 2023, a representative from Michaels purchased 10 pairs of her hand-knit socks, at $30 a pair, to use in a commercial that promoted MakerPlace. In the ad, which was created by ad agency Oberland, The socks appear as talking sock puppets singing “sock it to me” as part of the song “Respect.” Ramos de Soto was quoted in the official press release and got some local media coverage as well. She was thrilled.

During her popups, she says she talks to Michaels customers about the opportunity to sell their handmade items on MakerPlace. “That’s part of the reason to be in the store. A lot of customers don’t know about it,” she says. Ramos de Soto says makers should ask themselves, “What is Michaels doing for you? And what are you doing for Michaels?”

Ramos de Soto says makers should see the in-store popups, and MakerPlace itself, as an opportunity to collaborate with Michaels. “It’s slow going when you’re in the store,” she says, “but these are ways to market yourself.”