If you’ve ever poked fun at the wads of Kohl’s Cash your mom houses in her wallet or balked at your teenager for being a determined Dunkin’ Rewards member, it might be time to realize that they’re onto something.

Memberships are no longer just for students, teachers, military members and senior citizens — rather, they’re ways the general public can gain access to discounts, sales and deals year-round on their favorite brands and items.

We spoke with Lauren Beitelspacher, a marketing professor, and Bella Gerard, a shopping and trend advisor at Rakuten, on the many ways retailer memberships help consumers save money on things you’re already buying, from your morning coffee to a new sweater.

Why use retailer memberships? | Why do people invest in retailer memberships? | Stores that have retailer memberships | How we chose | Meet the experts

Whether it’s freebies every time your birthday rolls around or early access to a big summer blowout, memberships are a way to gain exclusive access to a certain retailer or brand.

“Probably the most prolific benefits are discounts, access to goods, reduced or free shipping, reduced or free returns, or money back after a certain spending threshold,” says Beitelspacher.

Students, teachers and senior citizens are typically the primary benefactors of discounts and deals thanks to their status, however, retailer memberships are a great way to save if you don’t fall into one of these categories.

Beitelspacher says retailer memberships “level the playing field” for those who don’t identify as students, teachers or senior citizens.

If there’s a store or a brand that you constantly find yourself shopping at, retailer memberships can help you feel a sense of connection towards them, according to Beitelspacher.

“Sometimes we can be overloaded with choices, almost an information overload … knowing that we have a membership somewhere might make us choose one retailer over another, or choose a retailer by default, just because of the membership,” she says.”This can help with the choice overload. This can also help with feeling connected to that retailer.”

Furthermore, consumers are allured by the different levels of memberships offered by some retailers, wanting to “level up” to gain even more access to discounts.

“Customers are enticed by deals, discounts and early access,” she says. “It’s also a sense of accomplishment for customers when they reach a certain status. Just like we may strive to achieve a certain status in life, we feel a similar sense of purpose by achieving a certain level of status with a loyalty or membership program.”

Gerard also notes that being able to opt-in for free or a low cost is oftentimes intriguing, making it easier than ever to start saving and feeling loyalty towards a retailer or brand.

“These programs are also usually free to join, so it removes any barrier to entry in terms of getting a membership,” she says. “Exclusivity for free is guaranteed to pique their interest!”

• Costco has two membership offerings: a Gold Star membership for $65 a year, and an Executive membership for $130 a year. The brand notes that the Executive membership is the best value and a better option, as it includes two membership cards, an annual 2% reward, a Costco services discount, the ability to shop both online and in-store and a 100% satisfaction guarantee.
• The Gold Star membership includes the same offerings, excluding the annual 2% reward and discounts on Costco services such as vehicle maintenance and home improvement, for example. For more specifics on the services offered by each membership, click here.

Hydro Flask Essential Hydration Set

When thinking of Costco, most of us think of buying items like produce, meat, medicines or other items in bulk. Hydro Flasks might not be a brand that comes to mind when thinking of buying in bulk, however, at Costco, you can save $20 off two water bottles (that are normally priced at $40 a piece).

This “hydration set” comes with a 32-ounce water bottle and the brand’s 40-ounce tumbler that includes a silicone straw and a more pronounced handle.

Traveler’s Choice 30″ Creekside Hardside Suitcase

Traveler’s Choice was an unsuspecting brand that took home the award for Best Overall Checked Luggage during Shop TODAY’s 2024 Travel Gear Awards.

This hard-side suitcase from the brand includes adjustable organizers on the inside that can help keep shoes separated from swimsuits, and is available in three different colors: tan, grey or blue.

• Nicknamed “The Nordy Club,” Nordstrom’s membership operates on a points-based system, where you can earn 1 point for every dollar spent.
• Another benefit to having a membership at Nordstrom is having access to member-only sales, events and discounts.
• It’s free to join “The Nordy Club,” however members who become Nordstrom credit card members do receive more perks. For a full list of benefits, click here.

Indie Lee CoQ-10 Toner

For well-hydrated skin, deputy editorial director Ali Deabler recommends incorporating this toner into your skin care routine.

“Most toners I have used are really stripping and aggressive,” she says. “This one is gentle, hydrating and nourishing. I felt like my skin was very glowy when I used it as part of my nighttime routine.”

Sam Edelman Kia Strappy Sandal

“I wore these block heels for all the events leading up to my wedding (bridal shower, bachelorette party and rehearsal dinner),” says senior partnerships editor, Francesca Cocchi Zabloudil. “They’re the perfect height and very comfortable. After I got married I actually bought them in brown so I could wear them to other people’s weddings!”

• We’re all familiar with Kohl’s Cash — the oftentimes poked-at form of currency used at the department store. Turns out, being a member at Kohl’s is easy and can earn you plenty of Kohl’s Cash to spend similar to actual cash. Signing up is free, either online or in-store. Then, receive 5% back with each purchase (even more if you sign up for a Kohl’s Card). At the beginning of each month, you’ll receive rewards in $5 increments in the form of Kohl’s Cash.
• There are three different levels of Kohl’s memberships, including a non-member, Kohl’s Rewards Member and a Kohl’s Rewards + Kohl’s Card membership. You can sign up for Kohl’s Rewards for free, and earn more benefits when you opt in for the credit card. For more information regarding the specifics surrounding Kohl’s membership services, click here.

Rare Beauty All of the Above Weightless Eye Shadow Stick

For an eyeshadow that goes on effortlessly smooth and is easy to use, reach for this stick from Rare Beauty. It earned the award for best overall eyeshadow stick during the Shop TODAY 2024 Beauty Awards and is available in six colors that go on matte and leave behind a shimmery glow.

Plus, since this product is available at Sephora within Kohl’s, you’re able to earn both Kohl’s Rewards and Sephora Beauty Insider points with your purchase.

Sonoma Goods For Life Waffle Knit Throw Blanket

A decline in temperatures and the markers of a new month can only mean one thing- fall is officially here. Whether you’re redecorating for the new season or wanting to refresh items from years prior, this reversible throw blanket can be draped over a couch for movie night, or used when wanting to warm up on chillier days.

• Best Buy offers three different memberships. The most standard one titled “My Best Buy,” is free to consumers and boasts only one perk: free shipping. The next tier, “My Best Buy Plus,” is $49.99 a year and offers a bit more in terms of benefits and perks.
• In addition to free standard shipping, Best Buy Plus members also receive free 2-day shipping, discounted member prices on products, exclusive access to events, products and sales, as well as a 60-day return window period.
• The third tier, and one that includes the most amount of benefits, is called “My Best Buy Total.” It includes all of the benefits mentioned above plus 24/7 tech support, access to two years of product protection services (think AppleCare+), 20% off repairs and VIP member support for $179.99 a year. For more information on Best Buy’s membership offerings, click here.

Logitech Casa Pop Up Desk

Need to take your work-from-home set-up on the go? Associate editor Kamari Stewart recommends this multitasking portable desk- that she says can help to “create a comfortable work environment” at the airport, a relative’s house or cafe.

“It has a wireless keyboard (that I’m using to type this right now), a touchpad, a little compartment for storage which is perfect for holding chargers and the top turns into a stand for your laptop,” she says.

Apple AirPods Pro 2

Now $60 off, this version of Apple’s AirPods includes features such as noise cancellation, voice isolation during phone calls and later this year will include features that help to optimize and prioritize your hearing health.

• Similarly, Walmart also has three different membership options: Walmart+ Plan, Walmart+ Assist and Walmart+ InHome.
• Walmart+ is $98 annually, or $12.95 per month and includes their most basic offerings. Walmart+ Assist is for those who qualify for government aid and includes all of these benefits as well as programs such as Medicaid, SNAP, WIC and more. This membership deal is $49 annually or $6.47 per month. Walmart+ InHome is more family-oriented, with its main benefit being grocery and product delivery right to your front door, garage, kitchen or wherever you need it, according to Walmart. This membership is $40 annually and $7 monthly. For more information regarding their membership offerings and benefits, click here.

Sofia Jeans Utility Jumpsuit

With a tie belt and cinched jogger-like ankles, this no-frills, no-fuss denim jumpsuit can carry you through a whole day- from the office to out with friends afterward. Reviewers praise its comfortability and the fact that it can be dressed up or down.

It’s part of actress Sofia Vergara’s brand, which can be found exclusively at Walmart.

Mainstays Boucle Cloud Storage Ottoman

Whether the student in your life needs more storage in their dorm room, or you’re looking to add a footrest that can also house blankets, card games and more – Walmart’s recent furniture drops have products that prove to be both practical and stylish.

• Again, broken down into three different membership tiers, each offering its own plethora of perks, Sephora also breaks each membership down into three different categories: what benefits you receive in terms of samples, savings and experiences.
• To earn the full slate of rewards, however, one must be a Rogue member, spending upwards of $1,000 a year at Sephora. The next level down is a VIB member, or one who has spent $350+ at the retailer and the free option available to those who spend $350 or less is called Insider, which offers the least amount of benefits and perks. For more information on the beauty retailers’ membership benefits, click here.

The INKEY List Glycolic Acid Exfoliating Body Stick

Writer Emma Stessman initially started using this stick to treat keratosis pilaris bumps along her arms and has since also started to use it under her arms to reduce sweat.

“Not only has it helped improve the appearance of razor bumps, but I’ve also noticed less odor when I sweat,” says Stessman. “I have sensitive skin, so I was worried that it would be drying or irritating, but I haven’t had any problems, likely thanks to the inclusion of shea butter in the formula.”

Kosas Wet Stick Moisturizing Shiny Sheer Lipstick with Ceramides

“In this era of viral lip products, I don’t know why everyone isn’t talking about this lipstick!,” says partnerships editorial assistant Erica Marrison. “It hydrates like a balm, but gives amazing sheer color. I have it in the shade Heatwave, which is a perfect neutral light pink, but I want to try more! It feels super weightless and the packaging is beautiful.”

• A unique membership compared to others on this list, REI offers a lifetime membership with one simple purchase. At $30, users can receive benefits such as free shipping, a year-long return policy, 10% back on every purchase and year-round discounts and coupons on brands such as Patagonia, Stanley, YETI and more. For more information on the outdoor retailer’s distinct membership offerings, click here.

The North Face Evolution Oversized Crew Sweatshirt

It’s time to start taking sweatshirts and long sleeves out of storage as temperatures start to decline. This crewneck from The North Face will make the perfect addition to your collection thanks to its classic and timeless design, cozy cotton fabric and oversized fit.

Brooks Ghost 16 Road-Running Shoes

For a durable, supportive, Shop TODAY-approved running sneaker, turn to Brooks- that senior social media editor Kate McCarthy has owned and loved for many years now, carrying her through multiple marathons and half marathons.

They’re available in nine different colors, and have a moderate amount of cushion compared to other shoes the brand offers, according to Brooks.

• Following suit with many of the retailers on this list, Target also has three different savings and membership offerings, including Target Circle, the Circle Card and Circle360. For more information regarding pricing and the specific benefits offered by each membership, click here.

Threshold Cotton Jersey Sheet Set

“This sheet from Target has never failed me,” says Stewart. “It’s pretty decent quality for the price and lasts longer than expected. Whenever my mom and I need a new sheet set ASAP, we usually run to Target and grab one of these!”

Available in multiple sizes, Stewart says this set of sheets has been her got- whether she was outfitting a twin bed in college, or a queen-sized one in her New York City apartment.

• Amazon has two membership offerings, Amazon Prime and Amazon Prime for young adults.
• Popularized by shopping holidays exclusive to the brand such as Amazon Prime Day, Prime memberships offer a slew of wide-ranging benefits, including two-day, one-day and same-day shipping. Grocery delivery with Whole Foods, a free Grubhub+ membership, Prime Video, Reading and Music memberships, as well as medical benefits suited to your needs are all offered under Amazon Prime, costing $139 per year, or $14.99 per month. For more specifics on Amazon Prime memberships, click here.
• Prime for Young Adults is a model of their Prime membership but for individuals who are 18-24. Not only do they reap a majority of the same benefits as above, plus earn savings on thousands of products, but college-aged students can receive AI study help as well as meditation services with apps such as Calm and Course Hero. This membership is $69 annually or $7.49 per month.

Grace and Stella Gold Under Eye Masks

Amazon Prime Day is nearing- meaning you can find favorites offered at steep discounts. These under eye masks work to provide a fresher, more awake look free of under eye bags and puffiness, according to the brand.

Plus, experts say gold skin care products provide more benefits than you might think, including reducing inflammation.

BRONAX Pillow Slippers

The holidays will be here before we know it- which means it’s never too early to start brainstorming gift ideas for everyone on your list- including the ones who prioritize comfort.

These slippers were a 2023 Shop TODAY Gifts We Love winner, thanks to the way the lightweight sole conforms to your feet. They’re available in a number of colors, and are perfect for lazy days spent lounging around the house.

The Shop TODAY editors and writers searched the internet to find the best retailer memberships available. We combed through customer reviews and even used our own personal experiences to make shopping easier for our readers. For this story, we leaned on expertise from experts as well as personal experience with retailer memberships. All of the membership information seen above can be found on each of their individual websites, as well.

• Lauren Beitelspacher, PhD, is a marketing professor at Babson College, located in Massachusetts.

• Bella Gerard is a shopping and trend advisor at Rakuten.