Dive Brief:
- Michaels has updated its loyalty program, revamping its two lowest tiers and adding a third tier for customers that spend at least $1,000 annually, the company announced Monday.
- All Michaels Rewards members earn 3% of their purchases back as rewards dollars, while members who spend at least $300 annually earn 6%, and members who spend at least $1,000 and Michael’s credit card holders earn 9%.
- "The relaunch of our loyalty program is about recognizing and rewarding our most dedicated shoppers," Heather Bennett, president and chief customer officer at Michaels said in a prepared statement.
Dive Insight:
Michaels is courting its top-end customers with additional perks.
"By introducing a new tier structure with enhanced benefits reaching up to 9% back in rewards, we're saying thank you with more value and more inspiration for every project or celebration our customers take on," Bennett said.
Higher-tier members receive coupons for regularly priced items that can be used every day and get early access to certain new products and special events. Members who spend at least $1,000 annually receive a free tote bag in addition to the other benefits.
Members with a Michaels credit card receive periodic free shipping on orders that use their card and don’t have an annual spend requirement to access the highest tier of benefits.
The updated loyalty program includes new rewards for lower tiers as well. All members receive a birthday coupon valid on one regular priced item, with the size of the discount scaling up with the membership tier. They also receive weekly promotions and can make returns without a receipt.
All members receive reward vouchers for every $5 in rewards dollars they earn in their account. Vouchers are valid for 32 days from date of issue, and customers can redeem up to five per transaction.
Michaels isn’t the only company to update its loyalty program in the opening months of 2026. Last month, Gap and Bank of America revamped their overall loyalty offerings, while Raley’s changed its program to automatically apply savings at checkout.
United Airlines, like Michaels, is updating its loyalty program to emphasize its most loyal customers. Starting in April, travelers with a branded United credit card will earn six points per mile, while general loyalty members will earn three points per mile.
All existing Michaels loyalty members and cardholders were automatically transitioned to the program’s new structure as of March 1. The retailer will introduce its loyalty program in Canada for the first time next month.
