Marketing

Michaels expands loyalty program, enhances rewards perks

Image: Michaels

March 5, 2026

Summarize with

Craft retailer Michaels is expanding its loyalty program with the debut of a new 9% rewards tier for its most loyal customers.

The updated loyalty program now features three tiers: Red (3%), Gold (6%) and Platinum (9%), according to a press release.

All members will receive enhanced perks like new birthday rewards and those in the Gold and Platinum tiers will unlock Everyday Perks, providing even deeper daily savings.

"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 the release. "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."

As of March 1, all current loyalty members and cardholders have been automatically transitioned into the new structure based on annual spend.