Shopper loyalty schemes are driving UK spending, shows new research

Shopper loyalty schemes are driving UK spending, shows new research

A new report from SumUp, the leading global fintech company, has revealed how British consumers really feel about shopper loyalty schemes.

70% of consumers say loyalty schemes successfully entice them back to shops.

59% of consumers value immediate rewards over long-term offers.

From supermarket points to beauty brand reward apps, the market for loyalty programmes in the UK is a fight for brands to retain customer trust. With so many to choose from, their true value has been up for debate. But confidence in these programmes is far from fading, as over two-thirds (70%) of British consumers say that loyalty schemes successfully entice them back to shops.

New research from SumUp (https://www.sumup.com/en-gb/) surveyed 2,000 UK residents to uncover how consumers really feel about shopper loyalty schemes and whether they're reaping the benefits or missing out on valuable rewards.

An overwhelming majority of consumers feel the significance of loyalty programmes across the UK, with almost three-quarters (73%) saying they offer good value for money, and almost half (41%) say the savings they make through loyalty schemes play a role in how they manage their finances.

The emotional and behavioural impact of loyalty cards is also apparent. Almost two-thirds (61%) of consumers say they feel more connected to a local business when they recognise their loyalty via an app or card, and over a quarter (28%) feel a sense of guilt shopping at a competitor if they have a loyalty card with their usual shop.

Interestingly, almost two-thirds (64%) would happily wait to buy something if it means they can get it cheaper through their loyalty programme, demonstrating just how much value shoppers place on rewards. Loyalty schemes also encourage shoppers to spend more than usual when they are close to earning a reward, as over two-thirds (68%) say they sometimes or always find themselves doing so.

Despite having some sense of loyalty, consumers want their rewards to offer genuine value and wouldn't hesitate to leave a programme if their needs aren't met. Consumers are most likely to avoid a loyalty scheme if the benefits are not clear or appealing (27%), and over a third (35%) have stopped using a loyalty programme they were already part of because it took too long to earn rewards. Just over half (52%) would also change their local shop if another place offered better loyalty perks, so brands need to ensure their offers meet the expectations of customers.

How brands can tap into loyalty programmes

The research makes it clear that loyalty programmes are influencing the way consumers shop and are a valuable tool for brands when used the right way. The first step is getting the rewards system right. Almost three in five shoppers (59%) prefer small, immediate rewards over larger, long-term rewards, such as 10% on the first shop rather than a free item after 10 visits.

Where consumers favour loyalty programmes is also important. Supermarket loyalty cards are the most frequently used amongst British consumers (76%), and over a quarter (79%) say it's the loyalty programme that is most important to them. Coffee shop loyalty programmes are the second most important (34%), showing just how small, independent businesses can utilise loyalty schemes to build their community.

Loyalty programmes aren't always well-received, and shoppers prefer to join a community where they build trust with a single brand. Multi-brand points-based schemes, such as Love2Shop or Perkbox, don't create that connection and are the least used loyalty schemes (7%).

Knowing how consumers prefer to keep track of their points and rewards can also have advantages. Almost three in 10 (29%) prefer a physical card in their wallet, 29% prefer a digital wallet card, and 28% prefer a dedicated app for the brand, so providing choices for shoppers may be the best way to tap into their loyalty.

Gabriel Destremaut, PR and corporate communications expert at SumUp, commented: "When developed with the consumer in mind, rewards programmes are an effective way to build brand trust and loyalty. We wanted to show businesses how they can create worthwhile loyalty schemes that encourage shoppers to return and spend. The findings show how valuable these programmes are to shoppers, and how much potential there is for brands to make them more rewarding and easier to use."

To find out more about attitudes towards shopper loyalty schemes in the UK, visit: https://www.sumup.com/en-gb/business-guide/loyalty-programme-survey/

ENDS

Notes To Editors

*The survey was conducted by 3Gem and was completed by 2,000 UK residents in February 2026.

About SumUp

SumUp is a leading global financial technology company driven by the purpose of levelling the playing field for businesses of all sizes, with the vision of a world where everyone can build a thriving business. Founded in 2012, SumUp is the financial partner for more than 4 million small merchants in 37 markets worldwide, helping them start, run and grow their business. Coming from the payment space, SumUp today supports its merchants across its three main pillars: payment, POS, and account & card. Through its SuperApp, SumUp can provide merchants with a free business account, merchant cash advance options, an online store, and an invoicing solution - as well as in-person and remote payment acceptance seamlessly integrated with SumUp's card terminals and point-of-sale registers. SumUp is committed to leveraging its success to make the world a better place, pledging 1% of the net revenue generated by Solo devices to support environmental causes and advocating for educational and entrepreneurial projects around the world. SumUp has been recognised as a Top Global Employer for inclusion by the Stonewall Workplace Equality Index.