From the Show Floor to the Shop Floor: Putting h+h americas Inspiration to Work This Holiday Season

For craft retailers, the holiday season brings a special kind of energy. Shoppers are searching for thoughtful gifts; makers are gathering supplies for handmade presents; and stores are buzzing with activity. It's an exciting time of year, and one of the biggest opportunities for retailers to drive sales, welcome new customers, and build lasting relationships.

This year, new consumer research points to an especially promising opportunity for independent craft retailers. According to the 2026 Michaels State of the Holiday Season Report, conducted by Morning Consult, 61% of U.S. adults are actively seeking screen-free holiday activities, including 80% of parents. The research also found that 66% of adults say hands-on activities make the holiday season more meaningful.

For independent craft shops, these findings reinforce the value of what your business already offers: creative inspiration, personal connections, and opportunities to make something by hand.

It's also a chance to put new ideas into action. From discovering fresh products and connecting with suppliers to exploring merchandising trends and creative techniques, the inspiration retailers find at industry events like h+h americas can translate into real opportunities back at the shop.

Whether you attended h+h americas this year or are looking ahead to your first show in 2027, here are five ways to make the most of the holiday shopping season and turn industry inspiration into retail success.

Merchandising inspiration from the Product Showcase at h+h americas 2026.

1. Turn Product Discoveries Into Holiday Bestsellers

A successful holiday season starts with the right inventory. Before ordering extra stock or planning promotions, take a close look at last year's sales. What flew off the shelves? Which products brought customers back? Were there items you wish you'd stocked more of?

Your sales data, along with your team's observations, can help you identify where the biggest opportunities lie.

This is also a great time to revisit new products, brands, and suppliers you've discovered throughout the year. Trade shows like h+h americas bring together manufacturers, distributors, and creative businesses across the fiber, fabric, and craft industries, giving retailers opportunities to explore new merchandise and build supplier relationships.

Consider how those discoveries might fit into your holiday assortment. Beginner-friendly kits, unique tools, specialty materials, and limited-edition products can all help distinguish your shop from big-box retailers and online marketplaces.

With consumers expressing interest in screen-free activities and hands-on experiences, products that make it easy to start a new craft or complete a small project may be especially appealing. Think about accessible kits, family-friendly projects, and supplies for handmade gifts and decorations.

And don't forget your proven sellers. Make sure popular products are well stocked, plan for restocks throughout November and December, and clear out slow-moving inventory to make room for the items your customers are most excited to buy.

2. Create Gift Displays That Inspire

Holiday shoppers are often buying for others, and a little guidance can go a long way, especially when they're shopping for a craft enthusiast whose interests they may not share.

Make gift shopping easy with curated displays organized by craft, interest, or price point. Consider ready-to-give kits and gift bundles under $50, stocking stuffers near checkout, and attractive displays of seasonal or limited-edition products.

Handmade gifting presents another opportunity. The Michaels report found that 78% of consumers who celebrate the holidays say a $25 handmade gift would mean as much as, or more than, a $100 store-bought gift. Another 61% say they're likely to give a handmade or DIY gift this season.

For retailers, that's a compelling reason to merchandise supplies around finished gift ideas, helping customers envision what they can make for the people on their lists.

Think beyond individual products, too. One of the benefits of attending a trade show is seeing how brands present their merchandise, combine materials, and inspire customers with finished projects. Those ideas can be just as valuable as the products themselves.

Try grouping yarn with complementary patterns and tools, displaying fabric collections alongside finished projects, or creating themed gift bundles that introduce customers to a new technique. Include project samples and supply lists to make shopping easier for customers who want to create handmade gifts.

A gift-wrapping station can be a welcome service during the holiday rush, while attractively packaged physical gift cards offer an easy solution for shoppers who aren't sure what to buy. You might even create a holiday gift guide featuring staff favorites, beginner-friendly projects, and gifts for the maker who has everything.

The easier you make it for customers to find a thoughtful gift, the more likely they are to choose your shop.

3. Bring the Show Floor Experience Into Your Store

One of the most exciting things about attending h+h americas is the opportunity to see products, techniques, and creative ideas in action. Demonstrations, product presentations, and conversations with industry professionals can spark ideas that extend well beyond the show floor.

Why not bring some of that energy into your own store?

This year's consumer research makes a strong case for hands-on experiences. The Michaels report found that 80% of parents are actively seeking screen-free holiday activities, and half of parents plan to participate in more screen-free activities than last year.

Hosting small events like demonstrations, make-and-takes, or trunk shows can draw customers in and keep them browsing longer. A special workshop featuring a new technique or product line can introduce customers to something they might not otherwise try.

These experiences are especially valuable during the holidays, when shoppers are looking for meaningful gifts and memorable activities.

Consider hosting a handmade gift workshop, offering quick demonstrations of popular tools, or inviting customers to try a new craft. Family-friendly project sessions and beginner workshops can also appeal to customers looking for creative ways to spend time together away from screens.

Even a simple project display with samples and recommended materials can encourage shoppers to explore something new.

The holiday season is also a great time to welcome beginners. Someone who visits your shop to purchase a gift may discover a creative hobby of their own.

By making your store a place for inspiration, learning, and community, you're giving customers reasons to visit that go beyond their shopping lists.

4. Put Fresh Ideas to Work in Your Holiday Marketing

Holiday marketing is crowded, and customers are bombarded with messages from every direction. To stand out, focus on clarity, consistency, and the things that make your shop special.

According to the Michaels report, 65% of U.S. adults wish the holidays felt less commercial, while 60% say sentiment matters more than price when choosing a gift.

For independent craft retailers, this is an opportunity to connect with customers through inspiration and personal stories, rather than relying entirely on discounts and promotions.

Rather than simply listing product features, share stories that connect your offerings to meaningful holiday moments. Highlight the people behind the brands you carry, demonstrate how products are used, and show customers what they can create.

Those stories often begin with the relationships retailers build with suppliers and other industry professionals. At h+h americas, conversations with exhibitors and fellow retailers offer opportunities to learn more about products, discover new applications, and exchange ideas for reaching customers.

Put that knowledge to work in your holiday marketing.

Feature a new product line in your email newsletter, create a short social media video demonstrating a technique, or introduce customers to the story behind a favorite supplier. Share photos of finished projects, highlight handmade gift ideas, and promote opportunities for customers to learn and create together.

Use email, social media, and in-store signage to reinforce your message across multiple touchpoints.

You can also use the season to build your audience for the year ahead. Encourage holiday shoppers to join your email list, follow your social channels, or sign up for upcoming classes and events.

The goal isn't simply to generate holiday sales. It's to turn seasonal shoppers into customers who return throughout the year.

5. Use This Holiday Season to Plan for 2027

The holiday rush may be your immediate priority, but it's also an opportunity to gather valuable insights for the year ahead.

Pay attention to what customers are asking for. Are certain colors, materials, or techniques generating more interest? Are shoppers looking for beginner-friendly projects, new product categories, or experiences they can share with friends and family?

The consumer trends highlighted in the Michaels research offer additional questions worth exploring. Are customers responding to handmade gift displays? Are workshops and creative experiences attracting new shoppers? Are beginner-friendly kits introducing more people to crafting?

Track your strongest sellers, note gaps in your inventory, and gather feedback from your team. These observations can help guide your purchasing decisions, class programming, and business strategy in 2027.

They can also help you make the most of your next trade show experience.

At h+h americas, retailers have opportunities to meet suppliers, discover new brands, explore products across multiple craft categories, and connect with industry professionals. Arriving with a clear understanding of your customers' interests and your shop's needs can help you make more productive connections and identify opportunities for growth.

As you evaluate this year's holiday performance, start a list of products you'd like to explore, suppliers you'd like to meet, and business challenges you'd like to address. Bring those questions with you to h+h americas in 2027.

Merchandising inspiration from the Product Showcase at h+h americas 2026.

Holiday Success Starts With Preparation and Inspiration

The holiday season rewards shops that prepare early and strategically. By stocking smart, creating engaging displays, offering memorable experiences, and connecting with customers through thoughtful marketing, you can make the most of one of the busiest shopping periods of the year.

And while the holidays are an important opportunity for sales, they're also a chance to learn more about your customers and discover new ways to grow your business.

This year's consumer research reinforces something the craft industry knows well: making things by hand creates opportunities for creativity, connection, and meaningful experiences. Independent craft retailers have an important role to play in bringing those experiences to their communities.

That's where h+h americas comes in.

Our trade shows bring together the people, products, and ideas shaping the craft industry, helping retailers discover new opportunities and build relationships that support their businesses throughout the year.

Looking ahead to 2027? Join us at h+h americas, May 5–7, 2027, in Rosemont, Illinois, to explore new products, connect with suppliers, and find fresh inspiration for your shop.

Learn More About h+h americas 2027

Research source: Michaels, 2026 State of the Holiday Season Report. Research conducted by Morning Consult, October 8–11, 2026, among 2,502 U.S. adults. Statistics about parents and holiday celebrants reflect the relevant survey subgroups.