Michaels looks to fill void left by Party City; expands balloons, party supplies

Michaels has started rolling out more than 300 new balloon options.

In the wake of the demise of Party City, Michaels is positioning itself as a one-stop destination for all things parties related.

The arts-and-crafts retailer is expanding its offerings across balloons and party supplies and is also adding enhanced in-store experiences for birthday parties and private events. The expansion comes after Party City closed its nearly 700 stores after declaring bankruptcy in December, with plans to go out of business.

Michaels said that balloon searches on its website have surged 150% since January. To meet rising consumer demand, the retailer has started rolling out more than 300 new balloon options. It also is expanding its kids’ licensed balloons and animated characters.

In addition, Michaels is offering pre-made, grab-and-go balloon bouquets. Balloons can also be purchased online and picked up in-store.

The company also plans to expand its selection of party supplies by 200% beginning in August, adding more than 500 new products across paper party, accessories and décor. Michaels noted that searches for party supplies on its website are up 155% since January.