What consumers (really) want

The freshest data to power 2025’s most energized loyalty programs

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What do today’s consumers want from loyalty programs?

We asked 4,000 consumers so you don’t have to.

LoyaltyLion’s brand new research has revealed the top lessons and key stats that all brands focused on customer retention need to know in 2025.

And then we set our team of loyalty experts loose on the findings. Scroll down for their advice on how to respond to max out the revenue you can drive from your most valuable customers.

Let’s get started! 

Part 1: the urgent loyalty opportunity

The loyalty opportunity has never been greater – so act now!

LoyaltyLion’s new research shows that consumers are super keen on loyalty programs today, say they’re easier to use than ever, and dictate their go-to brands when consumer confidence is low.

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1. Consumers want to be part of loyalty programs today…

Loyalty programs definitively – and increasingly – influence consumers’ decisions to make a repeat purchase from brands:

  • A huge 85% of consumers say a loyalty program influences their decision to repeat purchase from the same brand
  • That’s most true for Gen Z: almost all (95%) 16-25 year-olds say it influences their purchasing decisions
  • 59% of consumers are more likely to sign up to a loyalty program now than 12 months ago

Don’t have a program? Consumers will go and find another brand that does, making it more expensive for you to win them over in future.

Got one? Don’t rest on your laurels. Your competitors likely also have a program, according to our previous research. So, the time to improve yours is now.

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Dive into the detail

What the experts say

– Jason Leader, Principal Onboarding Manager, LoyaltyLion

Not sure if a loyalty program is for you? This data reminds us that ecommerce brands are sitting on a goldmine of customers who WANT to be loyal to them. It’s just a case of having the tools to enable that.

Wondering how much revenue your loyalty program could actually drive from them? Our new calculator will give you a personalized forecast.

Forecast my loyalty revenue
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2. They like how easy today’s loyalty programs are to use…

Consumers are finding it easier than ever to use loyalty programs.

  • Two-thirds (65%) say loyalty programs are easier to use than they used to be
  • Over four-fifths (82%) say it’s easy to join a loyalty program today
  • 78% agree it’s easy to understand how many loyalty points and rewards they have

Nice one. Legacy, complex programs that make it hard to earn and redeem rewards are a thing of the past – how times have changed!

But watch out: Too many consumers still need to contact support – especially in the Boomer generation. Make sure you’re serving these customers too.

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Dive into the detail

What the experts say

– Alexandra Zaharia, Customer Support Executive

Lots of ecommerce brands now have loyalty programs, but what differentiates the best? Quality.

An FAQ page is vital, as are clear instructions on earning points and redeeming rewards. Share regular email comms to ensure customers are crystal clear on the process.

Check out a quality example below – Nanso.

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case study

From stamp cards to loyalty powerhouse

Here’s how one century-old brand upgraded from stamp cards to one of the best loyalty programs of the modern day: redeeming members power 70% of revenue! Their advice? “Just start now!”

Check out Nanso’s story
Brand Imagery

3. Plus, loyalty programs dictate their go-to brands when consumer confidence is low.

Loyalty programs help mitigate the impact of economic turmoil on brands.

  • The vast majority (77%) will prioritize brands they’ve shopped with before during a time of economic uncertainty
  • Almost two-thirds (64%) of consumers will prioritize brands that have loyalty programs during a time of economic uncertainty.

    Take a step back: If you didn’t have a loyalty program in place to help you navigate the economic turbulence caused by tariffs, you’ll definitely want to get one in place before the next consumer confidence crisis hits.
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Dive into the detail

What the experts say

– Hannah Gill, Partnerships Executive, LoyaltyLion

When acquisition is tough, being able to rely on retained customers isn’t just a nice-to-have – it’s crucial for maintaining revenue growth.

Loyalty programs have the power to supercharge retention – particularly during a time of low consumer confidence – so strengthen them today.

8 loyalty tips when confidence is low
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Value, delivered intelligently

Revenue growth through retention happens when you use data well

Shoppers want the perfect combo of financial and experiential rewards, and they are willing to give their data to earn those rewards, but brands aren’t good enough at using that data yet.

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1. Shoppers will willingly exchange their data for points…

Consumers respond well to all kinds of points-earning rules that offer a good value exchange for their data. 

  • 61% of shoppers would happily earn points by following you on social media
  • 4 in 5 (79%) consumers say they’d create an account to earn points
  • 78% are happy earning points by completing a quiz or profile and 73% by downloading an app

Good news for your marketing goals: these social, email and SMS activities help you connect with shoppers between purchases and encourage them back to your site.

Be strategic: With referring friends or subscribing to products slightly less popular, respond by offering more points for these activities.

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Dive into the detail

What the experts say

– Sammy Newton, Onboarding Manager, LoyaltyLion

Many ecommerce brands will be thinking about the shoppers of the future – but tap into the right activities and you’ll unlock repeat purchase potential of every shopper, regardless of generation.

For instance, Boomers are keen to create an account, complete a quiz, sign up to a newsletter, or leave reviews – so incentivize these with points.

Want more strategies to secure the best revenue growth for your target demographic whilst keeping consumers happy?

Chat to our experts today
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2. They want the perfect combo of financial and experiential rewards…

High-performing loyalty programs feature a combination of financial and experiential rewards.

  • 85% of consumers are motivated by discounts and money off
  • 72% of shoppers are motivated to enrol by early access to sales
  • 85% say free or discounted shipping is an important factor in a loyalty program

Hot take: Customer experience and emotional connection are just as important as a discount, particularly to the younger generations.

That’s great news: Lean on rewards that cost less to deliver and protect your profit margins, but are a great value exchange for fans.

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Dive into the detail

What the experts say

– Adam Driscoll, Senior Customer Success Manager, LoyaltyLion

What can you offer that means a lot to your members, but doesn’t cost you the world?

How about member-only designs, or access to a product workshop? Or try personal styling sessions, like Never Fully Dressed – it’s one of their most popular benefits for top-tier members.

Read their story
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case study

Driving 20% of total revenue through loyalty

Never Fully Dressed’s Loyalty Love Rewards program offers top fans exclusive rewards, from personal styling to secret sales.

Check out the full story
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3. But brands aren’t good enough at using data to personalize offerings yet.

The data shows room for improvement in loyalty program data usage – both for personalization and privacy.

  • Only 61% say that they receive a more personalized experience as a loyalty program member. 
  • Just 58% agree that the data they share with brands via loyalty programs is used responsibly 
  • Only 59% agree that the loyalty emails they receive are personalized

Loyalty program owners can use points-incentivized quizzes and profile creations to gather data from willing customers, helping deliver personalization amid privacy rules that make it harder to collect that data than ever before.

Ask yourself: Are you personalizing everything you can, as effectively as you can? Your product recommendations, emails and SMS messages (through ESP integrations like Klaviyo and Attentive) are a good place to start.

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Dive into the detail

What the experts say

– Freya Morrison, Onboarding Manager, LoyaltyLion

Use the zero-party data you gain from a loyalty program more wisely – it’s a goldmine of opportunity!

The INKEY List is a great example – their hair and skincare quizzes are incentivized with loyalty points and produce personalized recommendations sent to members’ emails. This approach sees the loyalty program drive a quarter of the brand’s revenue.

Learn how
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How The INKEY List does loyalty

Insiders Olny
Inkey Insider Perks
Carousel Image Designs Inkeylist V1 Mobile
Inkey Quiz
Inkey Email 2
Inkey Ways To Earn Points
Inkey How It Works


Loyalty whenever, wherever

It pays to help customers be loyal whenever, wherever

Customers want to use your loyalty program wherever they shop with you, and whenever they shop, especially in key sales periods, but we’re a while off from consumers being willing to pay for perks.

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1. Customers want to use your loyalty program wherever they shop with you… 

There is significant appetite for great loyalty program experiences in-store and on mobile.

  • 79% of consumers say it’s important to be able to use their loyalty program memberships in-store
  • 75% say they think brands are doing this effectively already
  • 74% say that a consistent loyalty experience online and in-store is important to them

Get ahead or fall behind: Consumers have noticed brands are already improving in-store loyalty experiences. Don’t miss out on the opportunity to stay ahead by integrating your POS and loyalty program.


The personal touch: Ensure you can give points and rewards at checkout, and give store assistants the ability to see a member’s VIP tier status for a more personalized experience.

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Dive into the detail

What the experts say

– Hannah Yaffe, Senior Customer Success Manager, LoyaltyLion

If you’ve got a loyalty program and it doesn’t connect to your brick-and-mortar stores or mobile app, customers will wonder why.

Integrations are key to ensure customers can earn points and redeem rewards however they choose to shop.

Check out these links to see why top-performing loyalty programs use integrations with Shopify POS and mobile app builders like Venn Apps and Tapcart.

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2. Shoppers want to use programs whenever they shop, especially in peak periods…

It’s good news for brands with loyalty programs: shoppers (and particularly younger generations) lean towards brands and products they know and trust during sales.

  • 65% say they are more likely to shop with brands that they have purchased from previously, during a sales period compared to other times of the year
  • Younger shoppers are more likely to join a loyalty program during a sale: 73% of Gen Z and 47% of Millennials contrasting 57% of Gen X and 42% of Boomers
  • 72% of consumers say they’re more likely to enrol in a loyalty program during peak periods

Set yourselves up for success: Enrolling people ahead of the sales so they can collect points to spend during the likes of BFCM is key.

Give the VIP treatment: Special offers and discounts are important, so finding a way to tier them or offer the biggest discounts to your most valuable customers is key to protecting profit margins.

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Dive into the detail

What the experts say

– Hannah Cook, Principal Customer Success Manager, LoyaltyLion

Leverage your loyalty program strategically during peak periods: ensure customers are enrolled beforehand and have points to spend with you, and help them earn more points during the sales themselves so they come back to shop with you again.

A double points BFCM promo could make that repeat purchase even more likely.

Get Black Friday Cyber Monday tips
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3. But we’re a while off from consumers being willing to pay.

Younger audiences are more open to the idea of payment for loyalty programs than previous generations – but only if the value exchange is right. 

  • 44% of shoppers surveyed say they are more likely to pay to join a loyalty program now than 12 months ago
  • Yet only 34% say they would pay to join a loyalty program
  • 68% of Boomers would not pay to join a program, compared to just 19% of Millennials

Proceed with caution: This is still an emerging trend. Plus, if you charge more than $20, it’s unlikely you’ll drive enrollments.

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Dive into the detail

What the experts say

– Luana Stoica, Onboarding Team Lead, LoyaltyLion

Consumers are warming up to the idea of paying for loyalty programs. But, as the data reveals, there’s a lot to get right before you can expect a consumer to part with their cash.

The great news? Free programs are already driving incredible revenue growth for brands.

Check out our success stories
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TL;DR – Don’t underestimate the power of loyal shoppers

Customers want loyalty programs, but they also want them to be worth their while. Luckily, the data to inform them, and the tools to create them are right at your fingertips.

However, if you’re still not sure how much value it can bring to your organization, we hear you.

That’s exactly why we built a loyalty revenue forecasting tool using data from our 10,000 brands and 350 million shoppers, personalized to your brand. Give it a try today:

Predict your loyalty revenue

100+ loyalty stats

100+ new stats on what shoppers really want from loyalty programs

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Stats on loyalty programs during BFCM


Stats from LoyaltyLion’s data on BFCM 2024


Stats on loyalty program usage during tariffs and economic uncertainty

From LoyaltyLion’s data on BFCM 2024:

From LoyaltyLion’s consumer research:


Loyalty stats


Stats on loyalty program rewards


Stats on loyalty program points


Omnichannel loyalty stats


Paid loyalty program stats



Loyalty program ease-of-use stats



Ready to power revenue growth with loyalty?

Retention results are right around the corner! Check out our product tour to learn how LoyaltyLion works to bring customers closer to your brand than ever.

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Consumer Research Stats To Share (1)

About the research

The research was conducted by Censuswide, among a sample of 4,005 consumers who are members of at least one ecommerce loyalty program in the UK and USA (specifically excluding programs from grocery, travel, utility or hospitality/restaurant brands). The data was collected between 07 May 2025 – 12 May 2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.