What Michaels' Fine Arts Month Offers in Stores and Online

Michaels has designated August as Fine Arts Month, pairing free in-store programming with an expanded premium art supply assortment across its more than 1,300 stores in 49 states and Canada. Every week of the month, customers can join free in-store events, product demonstrations and open classroom workshops designed to encourage hands-on creativity.

The in-store schedule includes free drop-in sessions every Tuesday and Wednesday evening, where participants can bring their own project or start a new one while experimenting with materials and learning techniques from Michaels associates. Sunday afternoons shift to guided art projects and live demonstrations featuring leading brands. Online, expert-led classes run every Monday, Wednesday and Friday afternoon, covering drawing, acrylics, watercolor, portraiture and figure drawing, with a closing event that includes a student showcase and live instructor feedback.

Alongside the events, Michaels is expanding its premium fine art supply offering both online and in stores, with savings on thousands of products from leading brands and an extensive library of new tutorials from Faber-Castell, Winsor & Newton and Liquitex. Stacey Shively, chief merchant officer at Michaels, said the initiative is about bringing the artistic community together and making premium supplies, inspiration and trusted brands more accessible as people rediscover hands-on creativity.

Why Michaels Is Putting Free Art Classes at the Center of Its August Push

Experiential Retail as a Traffic Driver

Free workshops are a classic experiential retail play: they give customers a recurring reason to visit stores during a month that is often a lull between summer and back-to-school shopping. Each Tuesday, Wednesday and Sunday visit becomes an opportunity for add-on purchases of supplies, and the class format encourages return trips rather than a single transaction.

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Premium Supplies and the Margin Mix

The expanded premium assortment and brand-level discounts point to a dual strategy. Entry-level prices and free programming draw hobbyists in, while merchandise from Faber-Castell, Winsor & Newton and Liquitex targets customers willing to trade up to higher-margin premium products. Brand-produced tutorials double as merchandising, teaching shoppers how to use exactly the products Michaels is promoting.

Community as a Retention Tool

Shively's emphasis on connection reflects a broader retail trend: converting product sales into shared experiences that online marketplaces cannot easily replicate. The student showcase and live instructor feedback add a social payoff that can strengthen loyalty to Michaels as a destination, not just a supplier.

How Shoppers Can Take Part in Fine Arts Month

For shoppers and hobbyists, the program is built around free, drop-in participation, so the main task is showing up at the right time. The practical details from the announcement:

  • Drop-in sessions run every Tuesday and Wednesday evening in August at participating stores; you can bring your own project or start one on site.
  • Sunday afternoons feature free guided art projects and live demonstrations with leading brands — a good starting point for newcomers who want structure.
  • Online classes take place Monday, Wednesday and Friday afternoons, covering drawing, acrylics, watercolor, portraiture and figure drawing, and wrap up with a student showcase and live instructor feedback.
  • Look for new tutorials from Faber-Castell, Winsor & Newton and Liquitex, plus the expanded premium art supply assortment and brand discounts in stores and online.

The retailer has not published capacity limits or registration requirements for the in-store sessions, so interested customers should check with their local store for specifics.