- 91% say loyalty programs influence repeat purchase
- Consumers log in 10.84 times a month on average
- 15% engage daily with loyalty programmes
- 58% log in at least weekly, rising to 80% of 16–24s
6 May, London UK – New research from LoyaltyLion reveals that loyalty programs have shifted from passive sign-ups to active, everyday behaviors, with consumers engaging more frequently and expecting to use rewards seamlessly wherever they shop.
The survey of 2000 US consumers shows that shoppers are no longer simply enrolled in loyalty programs, they are actively participating in them. The average member now belongs to 3.16 ecommerce loyalty programs (excluding supermarkets, travel and coffee shops) and actively uses 2.77, with both figures continuing to edge upwards. Loyalty is settling into daily routines rather than sitting in the background.
Engagement is frequent and often habitual. Consumers log in 10.84 times a month on average, checking their points balance 9.49 times and rewards 9.80 times. This is behavior that repeats weekly and often daily, not just when someone is about to make a purchase.
Over one in seven (15%) log in daily, 12% check their points balance daily and 13% check rewards daily. Alongside this, 13% are actively looking for new ways to earn points every day, showing how proactive loyalty behavior has become. In a difficult economic climate and worsening consumer confidence loyalty programs have become a lifeline for consumers and retailers.
This activity is directly shaping purchasing decisions. 91% say being a member of a loyalty program influences their decision to repeatedly purchase from the same ecommerce brand, reinforcing loyalty’s role as a commercial driver rather than a marketing add-on.
Weekly engagement is now the baseline. 58% log in at least once a week, rising to 80% of 16–24 year olds. 53% check their points balance weekly, increasing to 78% among younger audiences, while 53% check rewards at the same frequency, rising to 76% among 25–34 year olds. 51% are also looking for ways to earn points weekly or more, reaching 77% among 25–34s, highlighting sustained and intentional engagement.
The generational split is stark and tells a wider story. Consumers aged 25–34 log in 15.64 times a month on average, compared to just 7.61 among over 55s. That gap carries across almost every behavior, suggesting loyalty is far more embedded in younger consumers’ routines. Gen Z and younger millennials are the most active across the board. 16–24 year olds check their points balance 14.04 times a month and rewards 14.92 times, while also being among the most likely to engage daily. For this group, loyalty is less of a perk and more part of how they manage spending.
Older consumers still engage, but in a more passive way. Over 55s check their points balance 6.26 times a month and rewards 6.27 times, less than half the frequency of younger groups. They are also more likely to engage only when prompted or when considering a purchase, with 11% saying they only engage at that moment compared to 5% of Gen Z.
As engagement rises, so does expectation. Consumers increasingly expect loyalty programs to work seamlessly across every touchpoint. 88% say being able to use a program in-store is important, 86% expect access via a brand’s website and 81% want to collect points even when purchasing through third-party retailers. Digital behaviors show a clear generational divide. While 78% say using loyalty within a mobile app is important, this rises among younger groups and falls to 70% among over 55s. The gap is even more pronounced for mobile wallets, where 76% of 16–24s see this as important compared to just 45% of over 55s.
This points to a shift in how consumers view loyalty programs. Rather than seeing them as tied to a single channel, customers expect a connected experience that follows them across in-store, online and third-party environments.
Charlie Casey, CEO of LoyaltyLion says: “Consumers love loyalty programs. They want to engage with them, they’re actively looking for ways to earn rewards, and they’re increasingly choosing brands based on how good that experience is.
For retailers, that’s a real opportunity. If you get it right and deliver high-quality and rewarding experiences wherever your customers are shopping, you’ll see the impact in repeat purchases and long-term loyalty. If you don’t, customers will go elsewhere.”
Patrick Fagan, Behavioural Scientist & Data Psychologist, who spoke at LoyaltyLion’s recent summit Loyalty Connect explains why US consumers have such an appetite to earn points right now:
“Growth in loyalty program engagement is being driven from both sides. Programs themselves have evolved. They are more sophisticated, more intuitive and genuinely engaging, with brands using data and design to make them feel worthwhile rather than transactional.
At the same time, behaviour has shifted and we see that loyalty has become a default part of how people shop. It is expected, widely adopted and increasingly built into everyday purchase decisions. In a climate where people are more conscious of value, the appeal is obvious. Shoppers want to feel rewarded and make their money go further.
The opportunity for brands sits beyond discounts. The most effective programs tap into something deeper, creating a sense of connection, relevance and shared values. When done well, loyalty becomes less about points and more about building a relationship people want to come back to.”
About LoyaltyLion
LoyaltyLion turns returning customers into sustainable growth for high-growth Shopify brands. 100% focused on loyalty, we provide the expertise, customisation and integrations required to turn relationships into revenue via loyalty programs as unique as the brands launching them. Rated highest for customer satisfaction on G2, we’re not just another tech platform – we’re your partner in loyalty.
Research methodology
Conducted by Censuswide between 23.03.2026 – 27.03.2026 among 2001 consumers in the US who are members of at least one ecommerce loyalty program, excluding grocery, travel, utility, and hospitality or restaurant schemes.