Michaels has announced plans to relaunch and upgrade its loyalty program in March 2026, with three tiers including entry-level and Gold Members. The company's CEO, Heather Bennett, stated that the move is about recognizing and rewarding its most dedicated shoppers, with rewards reaching up to 9% back in rewards. The loyalty program also includes birthday bonuses and exclusive first looks at new products. With over 1,300 stores nationwide, Michaels is a leader in the craft supply and hobby space and has been expanding its inventory to include items beyond hot glue guns and beading kits. This move indicates that the company is not willing to risk losing its craft-store crown to competitors like Hobby Lobby or Blick Art. The crafting industry has been hit hard by tariffs, which have hit the industry hard over the past year.