Brand page
Michaels: 36.2m visits a month, 550 active Meta ads.
Michaels — Michaels Stores is a leading destination for arts and crafts supplies, DIY materials, and creative inspiration in North America, operating over 1,300 stores and online platforms. In September 2026 michaels.com drew an estimated 36.2m visits, up 11% on the month before.
Updated Traffic Sept 2026Meta ads 13 Oct 2026Trustpilot Oct 2026
About the store
Michaels Stores is a leading destination for arts and crafts supplies, DIY materials, and creative inspiration in North America, operating over 1,300 stores and online platforms.
01 · Traffic
How much traffic Michaels gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
Michaels drew an estimated 36.2m visits in September 2026, up 11% on the month before and up 23% over three months.
- Worldwide#666of 4.5m sites · Top 1%
- In United States#285of 1.2m sites · Top 1%
- Category, worldwide—Data not available
- Category, United States—Data not available
36.2m
estimated visits in September
1 mo ▲ +11.0%4 mo ▲ +22.6%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about Michaels.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
Michaels holds 1.9 out of 5 on Trustpilot over 1,463 reviews, 104 of them in the last twelve months: 32% of customers give five stars and 49% one star. That volume places Michaels in the top 10% of the 270,321 Trustpilot pages in the Gravity index.
Art Supply Store Craft Store Yarn Store Dried Flower Shop Needlework Shop
Data not available
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What Michaels sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
Gravity by Benchr has not read Michaels's catalogue yet.
Data not available
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Share of the catalogue by product family.
Data not available
The dominant category places Michaels in its comparison group.
- Average rating
- Data not available
- Rated products
- Data not available
- In stock
- Data not available
- Upper price quartile
- Data not available
- Currency
- Data not available
04 · Ads
What Michaels is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
Michaels runs Meta ads on Facebook, Instagram, Messenger, Threads, whatsapp.
The Big Halloween SaleMichaels Stores13 Oct 2026image
Natural fiber yarn is here!Michaels Stores12 Oct 2026image
Craft pumpkins are here!Michaels Stores12 Oct 2026image- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Data not available
05 · Influencers
Who talks about Michaels.
The creators who tag @michaelsstores on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @michaelsstores on Instagram, led by Shauna (47.3k followers, 0.7% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| SShauna@_rooandroo_ · INTL | Fashion style luxury Creator | 47.3k | 0.7% | 18 | Tagged @michaelsstores |
06 · Competitors according to Gravity
Who Michaels competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for Michaels. The closest is Hobby Lobby, then Hobbycraft, Oriental Trading, idee-shop.com, Ideen mit Herz, Adikala.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| Hobby Lobbyhobbylobby.com | |||||||
| Hobbycrafthobbycraft.co.uk | |||||||
| Oriental Tradingorientaltrading.com | |||||||
| idee-shop.comidee-shop.com | |||||||
| Ideen mit Herzideenmitherz.de | |||||||
| Adikalaadikala.in |
07 · Company
The company behind Michaels.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
Michaels is an e-commerce brand, founded in 1973 according to LinkedIn, on a domain registered in May 1995. It employs about 18,826 people.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
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- Entity country
- Data not available
- Founded
- 1973, per LinkedIn
- Domain registered
- 19 May 1995
- Share capital
- Data not available
- Status
- Data not available
- President
- Data not available
- Activity code
- Data not available
- Employees
- 18,826 on LinkedIn
- Funding stage
- Data not available
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- michaels.com
- Catalogue
- Data not available
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about Michaels
What people ask Google about Michaels.
7 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is Michaels legit?
According to Gravity by Benchr, Michaels is a brand: its website has existed since May 1995, its Trustpilot profile is claimed by the brand, it employs 18,826 people on LinkedIn, it has 2,137,555 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, September 2026.
What do customers say about Michaels?
Customers rate Michaels 1.9 out of 5 on Trustpilot over 1,463 reviews, 104 of them in the last twelve months: 32% give five stars, 49% one star. Gravity by Benchr places that review volume in the top 10% of the 270,321 Trustpilot pages in its index. Source: Gravity by Benchr Trustpilot reading, October 2026.
What does Michaels sell?
Michaels Stores is a leading destination for arts and crafts supplies, DIY materials, and creative inspiration in North America, operating over 1,300 stores and online platforms. Source: Gravity by Benchr product classification.
Michaels promo code
Gravity by Benchr does not collect discount codes. What Gravity observes: Michaels advertises on Facebook and Instagram, where its offers often run. Check michaels.com for current promotions. Source: Gravity by Benchr ad records, October 2026.
Who is behind Michaels?
Gravity by Benchr records a company, founded in 1973 according to LinkedIn, on a domain registered in 1995, with 18,826 employees on LinkedIn. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records.
Is Michaels growing?
Yes. Gravity by Benchr estimates about 36,232,600 visits to michaels.com in September 2026, up 11% in a month and up 23% over three months. Source: Gravity by Benchr estimated traffic, September 2026.
How much does Michaels spend on Meta ads?
Gravity by Benchr does not publish a spend figure for Michaels on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram, Messenger, Threads, WhatsApp. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with Michaels.