Michaels Ignites Retail Race with New 9% Rewards Program

IRVING, TX – March 02, 2026 – In a bold move to capture customer loyalty and increase market share, arts and crafts behemoth Michaels has launched a completely revamped rewards program, introducing a new top-tier level that offers an unprecedented 9% back on purchases for its most dedicated shoppers. The overhaul, effective March 1, redefines the company's relationship with its customers, creating a more sophisticated, tiered system designed to incentivize spending and fend off competitors.

The updated program, which automatically transitioned all current members, is built around a three-tier structure—Red, Gold, and Platinum—that progressively increases rewards as customers spend more. This strategic shift signals a deeper investment in customer retention and highlights a growing trend in the retail industry to use data-driven loyalty programs as a primary weapon in the fight for consumer dollars.

A New Structure for Top Spenders

At the heart of the new initiative is a clear, tiered path to greater savings. All members are automatically enrolled in the Red tier upon joining, earning 3% back in rewards. By spending $300 annually, customers are elevated to the Gold tier, doubling their earnings to 6% back. The most significant change is the introduction of the Platinum tier, which rewards customers who spend over $1,000 annually with an impressive 9% back in rewards.

"The relaunch of our loyalty program is about recognizing and rewarding our most dedicated shoppers," said Heather Bennett, President & Chief Customer Officer at Michaels, in a statement. "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."

Beyond the core rewards percentage, the program sweetens the deal with enhanced perks. All members will receive a birthday discount, which also scales with their tier: 30% for Red, 40% for Gold, and a generous 50% for Platinum members. Furthermore, Gold and Platinum members unlock "Everyday Perks," providing a consistent discount on regular-priced items—20% for Gold and 25% for Platinum. For the highest-spending customers, the company is also offering a complimentary Michaels tote bag as a tangible sign of their Platinum status.

Navigating the Competitive Crafting Landscape

Michaels' aggressive loyalty revamp does not exist in a vacuum. It is a calculated move within the highly competitive arts and crafts retail sector, directly challenging the strategies of its main rivals, JOANN and Hobby Lobby.

Hobby Lobby has traditionally eschewed a formal, points-based loyalty program, opting instead for a model built on frequent, deep departmental sales. Its value proposition is immediate and straightforward, appealing to bargain hunters who follow weekly ads.

In contrast, JOANN's "JOANN Smiles" program focuses on personalization, offering members customized "missions" and coupons based on their shopping history. While it provides a pathway to savings, Michaels' new structure offers a more transparent and potentially more lucrative percentage-back system, especially for high-volume shoppers. The 9% reward rate for Platinum members is a clear differentiator, creating a powerful incentive for serious crafters, small business owners, and event planners to consolidate their spending at Michaels.

This tiered approach reflects a broader trend in retail, where companies are moving away from one-size-fits-all discounts. By segmenting customers and offering escalating rewards, retailers like Michaels can more effectively encourage repeat business and increase the lifetime value of their most engaged shoppers. The strategy is designed to create a "sticky" ecosystem where the benefits of staying loyal outweigh the temptation of shopping with competitors.

Empowering the Creative Consumer

For the millions of crafters, DIY enthusiasts, and small business owners who frequent its aisles, the new program translates directly into making creative pursuits more affordable. The tiered system is designed to meet customers where they are, offering value to everyone from the casual hobbyist to the professional maker.

A parent planning a birthday party, for instance, might remain in the Red tier but still benefit from the 3% reward and a 30% birthday discount on supplies. A more dedicated crafter who frequently buys yarn and paint might easily cross the $300 threshold into the Gold tier, enjoying 6% back and a 20% everyday discount that makes spontaneous projects more accessible.

The Platinum tier, however, is where the program truly transforms into a business tool. For Etsy sellers, custom decorators, or teachers buying for their classrooms, the ability to earn 9% back on a $1,000+ annual spend is a significant financial benefit. Combined with the 25% Everyday Perk, these customers can substantially lower their cost of goods, making their own ventures more profitable. The program also enhances benefits for Michaels credit cardholders, who continue to receive special financing and discounts, now stacked with the new tier perks and an exclusive extra 10% off on custom framing services.

A Strategic Play for North American Growth

Perhaps the most forward-looking element of the announcement is the impending launch of the loyalty program in Canada. For the first time, Canadian customers will be integrated into the Michaels rewards ecosystem, a move that signals a major push for market penetration and brand loyalty north of the border.

By introducing this robust, value-driven program in a new market, Michaels is not just offering discounts; it is building a foundation for a long-term relationship with Canadian consumers. This strategy can be a powerful tool for customer acquisition, giving shoppers a compelling reason to choose Michaels over local competitors or other large retailers. The tiered system provides a clear incentive for new customers to increase their engagement and spending over time.

The rollout is designed to be seamless, with all current North American loyalty members automatically transitioned into the new structure based on their recent spending history. This ensures that existing loyal customers are immediately recognized and rewarded within the new framework, preventing any disruption and reinforcing the company's commitment to its established base. As Michaels continues to navigate a dynamic retail environment, this dual focus on rewarding its most loyal patrons while aggressively pursuing new growth opportunities positions the company to strengthen its hold as the leading destination for creativity in North America.