Michaels Taps Angela Kinsey to Lead Party Planning Campaign

The initiative arrives as millennial hosting gains momentum, with recent industry data indicating a 13-point year-over-year increase in occasion-based celebrations. Kinsey, who brings a penchant for organization to the role, is promoting a concept she calls Partynomics—a strategy for executing gatherings that feel intentional rather than chaotic. The campaign aims to support the 93% of hosts who organize events without professional assistance, providing them with accessible tools and inspiration.

Michaels is positioning its Party Shop as a one-stop destination for these efforts, emphasizing budget-friendly supplies that start at $0.99. The retailer has seen significant volume in the category, moving 17 million balloons over the past year. Kinsey’s involvement includes a series of practical rules for hosts, ranging from the necessity of labeling spicy dips to the importance of balloon volume, all intended to demystify event design for the growing base of new shoppers discovering the store as a primary hub for celebrations.