Highlights. Most consumers (90%) belong to at least one customer loyalty program.
- 84% of consumers are more likely to shop brands that have loyalty programs.
- Customers enrolled in loyalty programs spend 12%–18% more than unenrolled customers.
- Consumers who are enrolled in loyalty programs are 70% more likely to continue shopping with a brand.
- Loyal customers generate 40% of online store revenue.
- Customers who have an emotional relationship with a brand spend 306% more over their lifetime than those who don’t.
Loyalty Program Membership Statistics
Most shoppers (72%) will join a customer loyalty program before they’ve made their first purchase.
- American consumers had 1.265 billion active loyalty program memberships in 2024.
- The average consumer has 9.3 active loyalty program accounts; including inactive memberships, there are 19 per consumer.
- 33% of consumers say they regularly sign up for loyalty programs to earn discounts.
- Supermarkets and food retail loyalty programs have the highest rate of customer participation (33%).
Loyalty Program Member Statistics
Consumers value quality (64%) and good customer service (50%) over loyalty program perks.
- 75% of loyalty program members change their behavior to boost business revenue.
- 47% of customers say free shipping for online purchases is one of the most attractive loyalty program incentives.
- 35% of consumers say receiving perks influences their loyalty to a store or brand.
Loyalty Program Member Privacy
While privacy is important to most shoppers, they may still share personal data for an improved shopping experience.
- 83% of shoppers are willing to share their data in exchange for more personalization; 69% of those same shoppers also say their privacy is critical.
- 70% of consumers share their data for special discounts and offers.
- 43.2% of shoppers are open to sharing their personal data in exchange for rewards.
Loyalty Program Member Spending
Most consumers (70%) consider loyalty program offerings when they decide where to shop.
- 76% of consumers report spending more on a brand when they belong to its loyalty program.
- In one survey, 52% of respondents reported spending more as a direct result of a customer loyalty membership.
- A loyal customer spends up to 10 times the value of their first purchase.
Loyalty Program Revenue
Most loyalty programs seem to offer a positive return on investment (ROI).
- A 5% boost in customer loyalty correlates with 25%-100% profit growth.
- 34.8% of loyalty programs have a return on investment (ROI) between 500% and 700%.
- 33.8% of loyalty programs offer an ROI between 100% and 400%.
- 14.3% of loyalty programs have an ROI of 800% or higher.
- 3.8% of loyalty programs had a negative ROI in 2024.
Hotel Loyalty Program Statistics
In 2024, U.S. hotel loyalty program revenue totaled $1.2 billion.
- Hotel loyalty program members stay 28% longer per stay than non-members.
- Loyalty program members account for 52.8% of hotel stays.
- Revenue from loyalty programs increased 9.09% in 2024 from 2023 ($1.1 billion) after a 12.0% increase from 2022 ($982 million).
- The hotel industry has the third-highest loyalty program customer participation rate (11%).
Restaurant Loyalty Program Statistics
Younger consumers are more likely to have restaurant loyalty program memberships.
- 78% of customers are more likely to visit a restaurant where they can earn loyalty points.
- 67% of restaurants have loyalty programs.
- The average consumer belongs to 3.6 restaurant loyalty programs.
- Restaurants and cafes have the fourth-highest loyalty program participation rate (8% of customers) among industries.
Loyalty Program User Experience
Loyalty program members want and expect a personalized experience.
- 90% of loyalty program members expect an acknowledgement and reward for their birthday.
- 90% of consumers use a smartphone while shopping in-store.
- 85% of consumers born between 1981 and 1996 (also called Millennials) prefer to access their loyalty rewards via smartphone.
- 60% of loyalty program members prefer smartphone apps to physical cards.
Gamified Loyalty Program Statistics
Gamification is a popular method of rewarding customers for their repeat business.
- 77% of consumers are more likely to participate in a loyalty program that incorporates gamification.
- 87% of loyalty programs that incorporate gamification retain more customers than those that do not.
- With gamified loyalty programs, 53% of consumers are motivated by rewards and recognition (such as a leaderboard).
Loyalty Program Member Retention
Retention is important because 10% of a store’s customers spend over three times more per transaction than the remaining 90%.
- 84% of consumers say loyalty programs impact their decision to keep shopping with a business or brand.
- A new customer has a 5% to 20% chance of becoming a loyal customer.
- Increased customer retention is one of the most important reasons to have a loyalty program, according to 49% of marketing professionals.
Customer Loyalty Statistics
Brand loyalty is an established driver of customer participation and revenue.
- 92% of consumers say they are very loyal or somewhat loyal to brands they love.
- A longstanding statistic is that 80% of retail sales revenue is attributable to 20% of customers.
- Attracting a new customer costs up to six (6) times more than retaining a loyal customer.
- 30% of consumers look to shop elsewhere if a store or brand has no reward program.
The Capital One Shopping team compiled these data and insights based on publicly available data.
Sources
- National Library of Medicine, PubMed Central
- Library of Congress, Loyalty Schemes in Retailing
- Global Loyalty Organisation
- Statista, Industry Overview
- National Association for the Self-Employed
- MoEngage, #Growth
- U.S. Bureau of Labor Statistics, Consumer Expenditure Surveys
- U.S. Census Bureau, Population and Housing Unit Estimates Tables
- Hospitality Net
- National Restaurant Association