Michaels and Hallmark are introducing screen-free holiday workshops through a seasonal partnership inspired by the upcoming film Holiday Unplugged. The collaboration extends the movie's message of family connection into hands-on activities, allowing customers to create personalized decorations, gifts, and keepsakes while spending time together away from digital distractions.
Beginning November 1, Michaels will host seasonal crafting sessions featuring handmade greeting cards, paper ornaments, clay decorations, and other festive projects. The partnership also includes online classes and exclusive Hallmark merchandise, ranging from holiday décor to plush products. The film premieres November 7 on Hallmark Channel, followed by Hallmark+ the next day.
By connecting holiday entertainment with creative retail experiences, Michaels could encourage additional store visits and seasonal purchases. The collaboration also provides Hallmark with opportunities to extend its storytelling into physical products and family activities.
Image Credit: Michaels and Hallmark
Key Themes Behind This Trend
- Screen-free Family Experiences
- Retailers are finding value in analog activities that help families disconnect from devices while creating memorable in-store moments.
- Entertainment-led Retail
- Film and television properties can extend beyond passive viewing into shoppable workshops, themed merchandise, and experiential brand touchpoints.
- Personalized Holiday Crafting
- Seasonal demand for handmade décor and gifts creates space for retailers to blend customization, nostalgia, and social participation.
Where This Applies
- Arts and Crafts Retail
- Craft retailers can differentiate seasonal traffic through guided workshops that transform supplies into shared creative experiences.
- Holiday Entertainment
- Media brands gain new relevance when storytelling expands into tangible products, events, and family-centered rituals.
- Experiential Retail
- Physical stores are becoming destinations for participation and connection, especially when experiences complement product discovery.
