In recent years, all the largest airline frequent flyer schemes have launched mileage malls, networks of online retailers that award miles in their programs.
And now, JetBlue has a mileage mall of its own.
Through the new ShopTrue online mall, TrueBlue members can earn points when shopping at over 800 retailers, including Office Depot, Nordstrom, Best Buy, Macy's, Apple, Gap, Sears, Target, and Walmart.
If size matters, ShopTrue rules. With those 800-plus participating merchants, ShopTrue features one of the most extensive retailer collections of any airline mileage mall.
On a down note: "Points will be awarded to your TrueBlue account within 45 days." That's a long time to wait for your points.
A quick perusal of ShopTrue found that most retailers are offering one point per dollar spent, although I also found payouts of as much as 16 points per dollar (eHarmony), and as little as one point for every $4 spent (Office Depot). So if you're not a JetBlue die-hard, there's a good chance you can earn more miles by buying through other airlines' malls.
Overall, though, this is a significant step forward for TrueBlue, a program I've repeatedly criticized for its paltry partner line-up.
The program is still woefully lacking in travel partners, but at least now program members can earn points when purchasing khakis at Gap.com.
This article originally appeared on FrequentFlier.com.