Consumer mentions of shopping with the arts and crafts supply retailer Michael’s (MIK) boomed during the pandemic.
At the height of the lockdown, consumer mentions of buying supplies from Michaels rose buy as much as +130% YoY.
Purchase Intent has since returned to a normal level, but digital-specific mentions show that MIK has done an excellent job of expanding its omnichannel capabilities. Michael’s digital mentions are currently trending +22% YoY.
Although quarantined consumers drove demand to an all-time high, the resulting decline in Happiness suggests that Michael’s has had some difficulty scaling its expanded digital operations: Positive Sentiment is currently trending -16% YoY.