Is Pinterest Saving Craft Stores?

Hobby Lobby, Michaels and Jo-ann Fabrics all have one thing in common: they are brick-and-mortar arts and craft stores. At one point, I thought that craft stores were doomed. There was a lack of craftiness, less quilters, knitters and stitchers. With no crafters, there'd be no need for craft supplies, and with no demand, the stores would close.

But wait, they're all still here, and all with improving sales. How is this possible? More than ever, people are being crafty. The quilters, knitters and stitchers are back, and with a quest to be the best do-it-yourselfer out there. Crafty is the new sexy.

 Could this be because of Pinterest?

I was curious. Could the saving grace of craft stores be the almighty Pinterest? I did some digging & here is what I found. (I am by no means a professional researcher.  I am merely a blogger with a knack for Googling.)

Increase in sales: All three stores showed significant increase in sales and profits over the last two years.   These increases could be due to a variety of things, but I have a strong sense they link back to Pinterest. Not only does Pinterest link you to crafts, but it links you to influential bloggers who promote where they buy their craft supplies. 
 "In 2011, we increased our sales by $300 million." -Hobby Lobby Founder & CEO, David Green

"[Jo-ann Fabric's] net sales for the fourth quarter increased 3.6% to $624.1 million from $602.2 million for the same period last year." -JO-ANN Stores, INC.

"Arts and crafts retailer Michaels Stores said ... that it earned $112 million in its fiscal fourth quarter, a 15 percent increase from the previous year, as shoppers spent more on their visits." -Sandra Baker

Read more here: http://www.star-telegram.com/2013/03/14/4681390_michaels-stores-says-profit-increased.html#storylink=cpy

Where there is an increase in sales, there is an increase in brand awareness. Hobby Lobby has its own Pinterest page. Who's surprised? Not me. Of course they have a Pinterest page, free advertising is the best advertising. Now my only question is, how do I get a job pinning for them?

Cray Cray alert! Micheals has their own Pinterest page, too. What a small world. What are the odds Jo-Ann Fabrics has one? Wait for it, wait for it...

Yup, Jo-Ann Fabrics has their own Pinterest page, too!

How can they not attribute some of their success to Pinterest? They have to.

Actually, a ton of companies and organizations have to attribute a sliver, or a huge chunk, of their increase in popularity and sales to Pinterest. Numerous brands are on Pinterest promoting themselves everyday, it's genius. Why not take advantage of a free advertising platform.
In crease in sales, increase in popularity, and increase in reverse showrooming. Showrooming, what? 

showrooms: places where customers maul the merchandise and pester salespeople for advice before going online to buy the same products at a lower price

reverse showrooming- users would look at items online and then go to a retail store to make the purchase

It's interesting that a social media platform that is leading in eCommerce sales is also pushing more people to actual stores. What a pickle. So Pinterest has the best of both worlds: buying online & buying in stores. 

1 in 5 Pinterest users has bought something in a store after pinning or liking it on Pinterest. 

32% of Pinterest users who pinned the item bought it in store between 24 hours and 1 week. 

These stats are pretty amazing if you think about it. The amount of users on Pinterest is 70 million users and climbing. That results in a ton of sales. A ton.

This research is just scratching the surface. It doesn't prove or disprove anything, but I believe that it clearly shows a correlation between Pinterest and the success of arts and craft stores. 
I can't wait to dig in a little deeper in future blog posts, but first I need to do some deeper, more official research. 

If you have any ideas, suggestions or comments about this correlation or my continuing research comment below or tweet me!