Target and Aerie Ditch Traditional Creator Affiliate Programs for Community-Based Models

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6.2.2026

Quick Facts

Target replaced its commission-based creator program with Club Target, attracting 8,000 creators, and Target Ambassadors for established influencers
Aerie’s Realmakers program gained 12,000 members in two weeks, generating nearly 20 million in reach through user-generated content
The creator economy reached $234.65 billion in 2026, with retail brands investing $12.3 billion in creator partnerships

Major retailers are abandoning traditional affiliate creator programs for gamified community models that emphasize authentic relationships over simple commission structures.

Target scrapped its commission-based creator program in favor of two new initiatives. Club Target targets everyday customers and emerging creators, while Target Ambassadors offers enhanced commissions and exclusive campaigns for established influencers with proven track records.

About 8,000 creators joined Club Target following its pilot launch, according to Sarah Travis, Target’s executive vice president and chief digital and revenue officer. The program focuses on creators with 5,000 followers or fewer, though applications start at 500 followers on TikTok or Instagram.

“We saw an opportunity to move beyond a one-size-fits-all creator model and build programs that better reflect how creators operate today,” Travis said.

Aerie’s Realmakers Community program launched in late April 2026 with exceptional results. The program received more than 10,000 applications within two weeks and achieved its monthly signup goal in seven days. By May 11, membership reached 12,000 with a 93% acceptance rate.

The program generated almost 20 million in reach through user-generated content in its first week. Aerie banned artificial intelligence-generated content, aligning with consumer concerns about undisclosed AI use in brand marketing.

This shift comes as Aerie reported strong performance in 2025, with 9% year-over-year comparable sales growth and 23% growth in the fourth quarter alone.

The creator economy reached $234.65 billion in 2026, up from $191.55 billion in 2025, representing 22.5% compound annual growth. U.S. brands will spend $43.9 billion on creator partnerships in 2026, an 18% increase from $37.1 billion in 2025.

Retail brands lead this investment, allocating an estimated $12.3 billion to creator advertising in 2025 alone, marking a 38% increase from the previous year.

“Even the world’s largest retailers and brands struggle to make straight affiliate programs work,” said industry expert analysis. The complexity of managing different creator types requires significant infrastructure investment that not every retailer can justify.

Travis acknowledged the transition challenges but emphasized long-term benefits. “Our focus has been and will be on building a stronger and more future-ready model,” she said.