As digital fatigue deepens and “going analog” continues to development, a rising variety of persons are taking on hands-on, artistic hobbies.
“In 2026, creativity is no longer just self-expression — it’s self-definition,” Michaels President and Chief Buyer Officer Heather Bennett mentioned within the firm’s not too long ago launched 2026 Creativity Development Report.
“In a world that feels increasingly automated, creativity has become a natural cornerstone of the cultural return to hands-on, offline living.”
Some 71% of U.S. consumers identify as crafters, according to a November 2025 report from Digital Journal. On average, these crafters spent $3,200 on hobby and crafting supplies per year, a number that has increased by 67% since 2020.
With more than 1,300 stores nationwide, Michaels is a leader in the craft supply and hobby space.
And the chain’s new move seems to indicate that it doesn’t take that position lightly — nor is it willing to risk losing that craft-store crown to competitors like Hobby Lobby or Blick Art.
Michaels upgrades its loyalty program
In March 2026, Michaels revealed that it would relaunch and upgrade its loyalty program.
“The relaunch of our loyalty program is about recognizing and rewarding our most dedicated shoppers,” Michaels President & Chief Buyer Officer Heather Bennett mentioned in an announcement.
“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.”
The brand new loyalty program options three tiers to reward common customers:
- Purple Members: Entry-level tier, customers earn 3% in rewards on each buy
- Gold Members: $300 annual spend required, customers earn 6% in rewards on each buy
- Platinum Members: $1,000 annual spend required, customers earn 9% in rewards on each buy
Supply: Michaels
Prospects at each loyalty tier also can earn birthday bonuses of 30% off one merchandise for Purple members, 40% off for Gold, and 50% off for Platinum members.
Larger-tier rewards members get further perks together with:
- 20% off common purchases for Gold members and 25% off common purchases for Platinum members
- Unique first seems to be at new merchandise
- Entry to particular Michaels occasions
- Free tote luggage for Platinum members
Michaels has revamped its rewards program, providing loyal prospects extra financial savings.
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Michaels expands its choices
Over the previous few years, Michaels has been increasing its stock to incorporate gadgets past scorching glue weapons and beading kits.
In 2025, not lengthy after Joann’s Materials went bankrupt and shuttered all of its present shops, Michaels acquired its mental property and private-label manufacturers.
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“This acquisition allows us to better serve both new and existing customers, respond to rising demand across categories, and build on our momentum as the destination for creating and celebrating in North America,” Michaels CEO David Boone said in a statement.
Michaels’ website now has a dedicated landing page for Joanne’s customers, and many of its locations have designated Joanne’s sections where shoppers can find favorite fabrics and sewing accessories.
Similarly, when Party City and Champion Party filed for bankruptcy in 2024 and 2025, respectively, Michaels wasted no time expanding its party goods section.
More retail:
- Dollar Tree’s new pricing strategy is confusing shoppers
- Mattel contemplates future of popular dolls
- Starbucks rival launches coffee shops in cult favorite chain
The retailer unveiled 500 new party products in April 2025, with the goal of giving “customers even more ways to celebrate special moments and get everything they need in one place.”
This product expansion will certainly boost the company’s rewards program appeal, even among non-creatives.
The crafting industry has been hit hard by tariffs
Michael’s is a privately held company, owned by the private equity firm Apollo Global Management, and doesn’t publicly report earnings.
However, it seems safe to assume that revenues have taken a bit of a hit over the past year, thanks to Trump’s tariffs. Many craft items, from plastic knitting needles to printed fabrics, are produced overseas in countries like China and Mexico.
One craft store owner told Reason Magazine that 90% of her stock had been affected by tariffs.
“Every supplier I have, minus one, from major to minor, has had a price increase,” Dana Chadwell instructed the outlet in December 2025. “Because the tariff situation has been so unpredictable…it has made long term planning impossible.”
As these tariff prices naturally trickle all the way down to customers, a great rewards program just like the one at Michaels, could make all of the distinction in customers willingness to spend.
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