Loyalty Program Statistics

Highlights. Most consumers (84%) are more likely to shop with brands that have loyalty programs.

• 90% of brands have loyalty programs and/or use other customer retention strategies.
• 85% of consumers say loyalty program membership influences their purchasing decisions.
• Customers enrolled in loyalty programs spend 12%–18% more than unenrolled customers.
• The average consumer belongs to an estimated 21.2 brand loyalty programs.
• Top-performing loyalty programs see returns up to 7x their investment*.

*One-third of surveyed marketing professionals report average returns of 5x-7x (i.e. 500% to 700%).

Loyalty Program Membership Statistics

Most shoppers (72%) will join a customer loyalty program before they’ve made their first purchase.

• 90% of consumers belong to at least one customer loyalty program.
• American consumers had an estimated 1.56 billion active loyalty program memberships in 2025.
• The average consumer had 11.4 active loyalty program accounts in 2025; including inactive memberships, there were 20.3 per consumer.
• 56.2% of loyalty program members actively use their membership.
• 65% of loyalty program members report actively engaging with fewer than half of the programs they belong to.
• Consumers who are enrolled in loyalty programs are 70% more likely to continue shopping with a brand.
• 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 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.
• 92.7% of brand loyalty programs offer positive ROIs.
• 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.
• 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 nonmembers.
• 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 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.

• Shoppers redeeming rewards spend 3.1x more compared to those not redeeming rewards.
• 75% of consumers are more likely to purchase again from brands that reward them.
• 76% of consumers report spending more on a brand when they belong to their 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 User Experience

Loyalty program members want and expect a personalized experience.

• 90% of loyalty program members expect an acknowledgment 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.

• 7-in-10 American shoppers consider loyalty programs and rewards when they make purchasing decisions.
• Worldwide, 81% of consumers say rewards programs influence their brand loyalty.
• 80% of shoppers are more likely to recommend brands with good loyalty programs. 
• 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

1. National Library of Medicine, PubMed Central
2. Library of Congress, Loyalty Schemes in Retailing
3. Global Loyalty Organisation
4. Statista, Industry Overview
5. National Association for the Self-Employed
6. MoEngage, Growth
7. U.S. Bureau of Labor Statistics, Consumer Expenditure Surveys
8. Customer Experience Dive, News
9. Hospitality Net
10. National Restaurant Association
11. Forbes, CMO Network
12. Bond, The Bond Loyalty Report
13. Antavo, Global Customer Loyalty Report