Michaels finds shoppers want less screen time and more meaning this holiday

A new Michaels holiday survey finds 78% of people value a $25 handmade gift as much as a $100 store-bought one, while 80% of parents want screen-free holiday fun.

That homemade ornament might mean more than you think.

Seventy-eight percent of people who celebrate the holidays say a $25 handmade gift means as much as, or more than, a $100 store-bought gift, according to a new survey from Michaels.

The craft store chain released its 2026 State of the Holiday Season Report on Wednesday, Oct. 21. The big takeaway: People want less screen time and more meaning this year.

Of course, Michaels is a craft store that wants people to make items using their merchandise. It works on me every year.

What did the Michaels holiday survey find?

Shoppers want a simpler season. Here are the top findings, according to Michaels:

• 80% of parents want screen-free, hands-on holiday activities.

• 66% say hands-on activities make the season more meaningful.

• 65% want a less commercial holiday season.

• 61% are looking for screen-free holiday activities.

• 54% say their household has more stuff than it needs.

Are families cutting back on screen time for the holidays?

Many are. 56% of parents say they’re worn out by their own screen time, and 50% plan more screen-free activities than last year.

Younger adults are on board, too. 73% of Gen Z want screen-free, hands-on activities at home. And 69% of Gen Z and 72% of Millennials plan to set screen-free rules or unplug at some point this season.

Why are people starting holiday shopping early?

To avoid stress. 60% of people who celebrate expect December to be stressful, with overspending (49%) and finding the right gifts (47%) as their top worries.

So many are getting a head start. 36% start buying gifts before November, including 19% who start in October. Among early starters, 53% say it lowers stress and 49% say it spreads out spending across paychecks.

What do people enjoy most about the holidays?

Time together. Spending time with family and friends is the top source of holiday joy at 48%. Getting gifts ranked near the bottom at just 18%.

61% say they’re likely to give a handmade or DIY gift this year, and 60% say the thought behind a gift matters more than the price.

If you aren’t crafty, maybe consider useful gifts like tickets to events, memberships, or subscriptions personalized to that individual.

Also consider visiting craft shows to find handmade items while supporting local artists and craftspeople.

How are Gen Z and Millennials decorating for the holidays?

Bolder than their parents. 36% of Millennials and 34% of Gen Z like playful, maximalist, moody or glam decor styles. That’s nearly six times the 6% of Baby Boomers who said the same.

Younger adults also decorate earlier. About one-third of Millennials and Gen Z start before November, compared with 11% of Boomers.

What did Michaels say about the report?

Heather Bennett, president and chief customer officer at Michaels, said “families are heading into December feeling stretched, both on time and on budget.”

What holiday deals does Michaels have?

Michaels says it has thousands of DIY projects starting at $2.99, plus personalized same-day ornaments from $15 and 10-Minute Custom Framing from $29.

The chain also has four exclusive decor collections with pieces from $4.99: Merry Kitschmas, Twilight Tidings, Bough & Berry and Wrapped in Joy.

Is Michaels partnering with Hallmark this year?

Yes. Michaels is teaming up with Hallmark on the new holiday movie Holiday Unplugged, which premieres Saturday, Nov. 7, on Hallmark Channel. The partnership includes in-store craft events starting Sunday, Nov. 1, and an exclusive Hallmark collection.

How was the Michaels holiday survey done?

Morning Consult surveyed 2,502 U.S. adults online from Oct. 8 to 11, including 2,322 who plan to celebrate a holiday this season. The margin of error is plus or minus 2 percentage points.

Michaels has more than 1,300 stores in 49 states and Canada and is based in Irving, Texas.

Article compiled with the help of the Pirates & Princesses newsroom.

Pirates and Princesses is your destination for Disney news, theme park updates, and the pop culture you love. From Disney cruises and travel tips to Disney fashion, food, collectibles, and movie news, PNP covers it all. Visit us at piratesandprincesses.net for daily coverage. Follow PNP on Facebook and Instagram, and listen to the Pirates & Princesses podcast on Apple Podcasts and YouTube.

Hat Tips:

• Michaels via PR Newswire (Oct. 21, 2026), the survey findings, methodology, Heather Bennett’s quote and holiday offerings

• Michaels via PR Newswire (Oct. 20, 2026), the Michaels and Hallmark partnership

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