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Michaels jumps in to e-commerce waters

Michaels has enhanced its online presence with the launch of its new site that enables shoppers to make online purchases from any computer, tablet or smartphone.

The new site goes beyond the typical online shopping experience, according to the company, with project ideas and one-click shopping lists for projects all in one place. It also features "Favorite Pins" — projects and products that are trending on Pinterest from Michaels.com.

"Our customers have been asking us for years when we're going to offer online shopping, and now we've created a site that truly is 'Where Creativity Happens,'" said CEO Chuck Rubin. "We've simplified the online shopping experience so that when visitors find a project they love, they can just click on it and fill their cart with everything they need instead of going to page after page."

During the launch period, Michaels.com will feature 21 days of hourly, daily and weekly online specials. Customers are encouraged to share their Michaels craft haul with hashtag #MichaelsDelivers.

Michaels online shopping is currently available to U.S. residents. Online shoppers can take advantage of in-store promotional offers, and the site offers free shipping to any U.S. store, in-store returns and free shipping on orders greater than $50.