Michaels updates loyalty program with new tiers, cardholder benefits
The Michaels Companies is revamping its loyalty program with enhanced benefits, along with extra perks for its credit cardholders.
The specialty arts and crafts retailer is expanding its Michael Rewards program with three redefined tiers — Red (3%), Gold (6%) and Platinum (9%). All members will receive select enhanced perks such as new birthday rewards. Members in the Gold and Platinum tiers will unlock everyday perks designed to provide deeper daily savings, the company said.
In addition, Michaels credit cardholders will receive an exclusive extra 10% discount on custom framing and new birthday and everyday perks; as well as premium benefits such as periodic free shipping, no annual spend requirement, and special financing. The retailer introduced its branded credit card in 2023.
Red members earn 3% just for joining, Gold members earn 6% after $300 in annual spend, and Platinum members earn 9% after $1,000 in annual spend. Each tier builds on the last, stacking on more rewards, exclusive access, and elevated recognition including tiered birthday perks for every member (30% for Red, 40% for Gold and 50% for Platinum).
Gold and Platinum members will also obtain extras like tier-based coupons for regular-priced items that can be used every day (20% for Gold, 25% for Platinum), exclusive first looks at new products and events, and a complimentary Michaels tote bag just for Platinum members.
In addition, while all Michaels Rewards members access exclusive member-only perks, in addition to the previously mentioned benefits cardholders receive a 30% discount on items every day.
Michaels last engaged in a major overhaul of Michaels Rewards in 2022.
[READ MORE: Exclusive: Michaels streamlines, expands loyalty program]
All current loyalty members and cardholders have been automatically transitioned into the new structure based on annual spend. The retailer plans to launch its loyalty program in Canada for the first time in April 2026.
"The relaunch of our loyalty program is about recognizing and rewarding our most dedicated shoppers," said Heather Bennett, president & chief customer officer at Michaels. "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."
Founded in 1973 and headquartered in Irving, Texas, The Michaels Companies operates more than 1,300 stores in 49 states and Canada, as well as U.S. and Canadian e-commerce sites.
