Great. Thanks, Steve. Yes, as I said in the remarks, our loyalty program, our membership is vital and critical to our long-term success and one that we're extremely proud of what we've built the relationship that we have with our guests. Yes, I guess, a few things that I'd call out. Naturally, our longer tenured. You get -- if you're tenured 3-plus years, we see kind of a higher level of retention, higher level of engagement that tends to grow over time. Greater percentage of our guests, the longer they're here, move into our higher levels, platinum and diamond levels. So naturally, with that tenure comes greater engagement.
And as I mentioned, one of the drivers of our third quarter growth, 9% growth in our total membership was healthy retention and it's been a big focus for our entire team. Our loyalty team, our store teams, our digital, everybody that participates into delivering a great experience. So that's key and really job one is engaging and retaining our existing guests.
Our newer members that we acquire in stores, online and increasingly with our partnership with Target play an important role. Their spend per member makes sense. It's on average lower, and we work hard to get them into the full Ulta Beauty experience. Often they enter into one category or one experience. They might come in store, we try to move them online. They might come in to makeup, we try to move them into skincare, get them into services. We have a full suite of activities and experiences designed to engage our new members through -- and including their what we call their sophomore year, their second year with us, which is important pivot year into long-term retention.
So we look across all spectrum, what we're excited about now and encouraged by is we're seeing strength across all sectors, all income demographics, all geographies. We have a healthy member base. That's what's driving the 9% growth in our loyalty and of course that, in turn, played a big role in the sales performance we had in the third quarter.