Target Circle expands perks with free membership and paid tier

Target Circle now has a free membership and a paid Target Circle 360 tier, and that split is showing up anywhere guests ask which deal applies, whether delivery is included or why an offer appears only in the app. Target relaunched the program in April 2024, folded the Target Circle Card, formerly RedCard, into the loyalty system and made Circle a bigger part of how the Minneapolis retailer sells savings, convenience and repeat visits.

The free tier gives members automatic deals, birthday rewards and personalized offers. Target Circle 360 adds unlimited same-day delivery on qualifying orders over $35, free 2-day shipping, no-rush returns, access to Shipt Marketplace and early access to major events such as Target Circle Week. Target prices the paid tier at $99 a year or $10.99 a month, says the fee auto-renews unless canceled before renewal and says the membership fee is non-refundable. Same-day delivery also depends on select-store market eligibility, a detail that matters when guests assume every store can fulfill the same order.

Target has spent the past two years pushing the program as one of retail’s largest loyalty platforms. The company said Circle had more than 100 million members in 2024, then said more than 1 million new members joined in the first quarter after the April relaunch. More than 13 million members joined the Target Circle loyalty program in 2024, and Target says active Circle members spend three times more on average than nonmembers. Subscribers to Target Circle 360 spend eight times more on average than nonmembers.

For store teams, those numbers translate into more specific questions at checkout, the service desk and online order support. Guests come in with a sharper list during Circle events and early-access windows, and they want to know whether an item is covered by the free membership, whether the 360 tier is needed for delivery or whether a promotion stacks with a Circle Card benefit. The 2025 expansion of Circle 360 to Shipt’s network of more than 100 grocers and specialty retailers, with no price markups, widened the conversation beyond Target shelves and gave team members another layer to explain when guests compare membership perks. Target has said it aims to triple its Circle 360 membership base over the next three years, keeping the loyalty program at the center of how the company drives traffic and recurring spend.