Macy’s is reengaging its core customers besides adding new ones in the first quarter.

As per Home Textiles Today, the brand is beneffing from the government’s stimulus package and vaccine rollouts, though the impact varies by market.

The brand’s average spend from the core customer – defined as the credit card loyalty base – has increased by 7 per cent so far this year compared to the same period in 2019.

While the overall number of core customers shopping Macy’s remains lower than it was in 2019, he company has seen a 19 per cent jump in new customers – particularly driven by digital. Retail closures are also providing new customers in select categories at Macy’s and Bloomingdale’s.

The strong trends in home merchandise are still holding up in the first quarter. That’s especially true in furniture and textiles, while sales are still gaining in housewares, tabletop and home décor.

Macy’s has been reeling in 500,000 to 700,000 new Bronze loyalty card members each month this year and now has 12 million in total, up 20 per cent from the year-end. Some 38 per cent of them are below 40, and their spending is approximately 13 per cent higher than in 2019.

In terms of its physical store footprint, Macy’s Inc. has shuttered 65 stores of the 125 doors slated for closure, with the remainder still scheduled to go dark. Afterward, 85 per cent of its store sales will be generated from A and B malls. Digital sales continue to expand, and the company believes its nameplates can generate $10 billion in annual e-comm sales by 2023.