15 Loyalty Program Statistics You Need to Know in 2026
These 15 loyalty program statistics for 2026 pull together research from Deloitte, McKinsey, Forrester, Gartner, PwC, Capgemini, and more, covering retention, personalization, tiered rewards, redemption, and emotional loyalty. Each stat is sourced and explained, plus a section on how to turn industry benchmarks into your own loyalty strategy instead of chasing numbers that don’t reflect your customers’ actual behavior closely.
Customer loyalty is becoming harder to earn and more important to retain.
Customers have more choices, acquisition costs continue to put pressure on ecommerce brands, and traditional points-and-discount programs are no longer enough to guarantee engagement. In 2026, businesses are increasingly looking at loyalty programs as a way to improve customer lifetime value, increase purchase frequency, reduce churn, and build stronger customer relationships.
But what does the data actually say?
These 15 loyalty program statistics for 2026 bring together recent industry research. The numbers cover loyalty program adoption, retention, personalization, rewards, engagement, and the changing expectations of customers.
Loyalty Program Statistics 2026
1. 56% of loyalty professionals say improving customer lifetime value is a primary goal
According to Open Loyalty’s research based on interviews with more than 100 loyalty experts, 56% identify improving customer lifetime value (CLV) as a key loyalty marketing goal in 2026. Reducing customer churn follows at 49%, while increasing purchase frequency stands at 45%.
2. 80% of executives say their loyalty program resembles competitors’ programs
Loyalty differentiation remains a challenge. 80% of US executives say their loyalty program resembles other programs in their industry, while 91% believe their formal loyalty program should provide additional rewards or benefits to members. (PwC)
3. 70% of consumers spend more with brands whose loyalty programs they join
70% of consumers spend more and engage more frequently with brands and retailers whose loyalty programs they belong to compared with brands where they are not members. Yet, fewer than 25% of programs offer personalized member experiences based on previous interactions and purchase history. (Deloitte)
4. 55% of loyalty program members are active
Customers belong to many loyalty programs, but membership does not always translate into engagement. Gartner found that consumers in North America and Western/Northern Europe belonged to an average of 16.6 loyalty programs in 2022, while only 55% of members were active in the programs they had joined. (Gartner)
Loyalty Benefits and Rewards
5. 65% of online loyalty members value members-only offers
65% of US online consumers who belong to loyalty programs say members-only offers are important to them. Exclusive offers can therefore play an important role alongside traditional points and discounts. (Forrester)
6. 86% of loyalty members consider financial rewards, simplicity, and ease of use important
According to Deloitte research, 86% of loyalty program participants rate financial rewards, simplicity, and ease of use as important or very important. A reward program needs to be valuable, but customers also need to understand and use it easily. (Deloitte)
7. Consumers are 56% more likely to join programs offering tiered rewards
Consumers are 56% more likely to join loyalty programs that offer tiered rewards and exclusive treatment for top customers. Tiers can give customers additional reasons to increase their engagement as they work toward higher benefits. (Technology Advice)
8. 54% of loyalty programs offer non-transactional benefits
Not every loyalty benefit has to be tied directly to a purchase. 54% of loyalty programs offer members benefits that are non-transactional, according to Deloitte. (Deloitte)
This can include experiences, exclusive access, recognition, content, or other benefits that strengthen the relationship beyond discounts.
Emotional Loyalty and Customer Retention
9. 62% of customers feel an emotional connection to the brands they buy
62% of customers say they feel an emotional connection to the brands they buy, according to Salesforce. This highlights the role of experiences and brand relationships alongside transactional incentives. (Salesforce)
10. 88% of consumers plan to stay with brands when they feel appreciated
When consumers feel appreciated, 88% say they plan to stay with the brand, 83% plan to spend more, and 87% say they will advocate for the brand. (Forrester)
11. Top-performing loyalty programs can increase annual revenue by 15–25%
McKinsey found that top-performing loyalty programs in the US can increase annual revenue from customers who redeem points by 15% to 25%, through higher purchase frequency, larger basket sizes, or both. (McKinsey)
The finding reinforces why redemption and repeat purchasing matter more than simply measuring how many customers enrol.
12. 65% of consumers say loyalty program membership influences their decision to switch brands
65% of consumers say their loyalty program membership influences whether they decide to switch to a different brand. (Capgemini, via Antavo’s 2026 Global Customer Loyalty Report)
Paired with statistic #10, this suggests loyalty membership doesn’t just encourage spending – it actively works against the price-driven brand-switching that ecommerce brands compete against every day.
Personalization and Customer Data
13. 73% of consumers consider personalised rewards important
73% of consumers consider personalised experiences or rewards important features of a loyalty program, but only 60% believe loyalty programs provide sufficient personalisation. (Deloitte)
The gap suggests that personalization remains an opportunity for brands looking to improve loyalty engagement.
14. 78% of customers are more likely to repurchase from brands that personalize
McKinsey research found that 78% of customers are more likely to repurchase from a company that personalizes their experience. (McKinsey)
For loyalty programs, personalization can extend beyond product recommendations to include tailored rewards, offers, communications, and member benefits.
15. 63% of US adults are willing to share data for loyalty benefits
63% of US adults are willing to share personal information with companies in exchange for benefits such as cash rewards, loyalty points, or early access to products. (Forrester)
This makes loyalty programs an important potential source of first-party customer data – provided the value exchange is clear and customers trust the brand.
What These Loyalty Program Statistics Tell Us
The latest loyalty program stats for 2026 point to a shift in what customers and businesses expect from loyalty.
Programs still need to provide tangible financial value, but points and discounts alone are not enough. Customers also value simplicity, exclusive benefits, personalization, recognition, and experiences.
At the same time, businesses are increasingly measuring loyalty through outcomes such as customer lifetime value, churn, purchase frequency, repeat purchases, and revenue, rather than membership numbers alone.
The opportunity for brands is to build loyalty programs that connect rewards with meaningful customer behaviour while making every interaction more relevant.
How to Use Loyalty Program Statistics in Your 2026 Strategy
Industry statistics are useful benchmarks, but they should not become targets simply because they are impressive. Every business has a different customer base, purchase cycle, margin structure, and product category. Instead of saying, “Our loyalty program needs to reach the industry average,” start with your own baseline.
Measure your current:
- Customer retention rate
- Repeat purchase rate
- Purchase frequency
- Average order value
- Customer lifetime value
- Loyalty enrollment rate
- Active member rate
- Reward redemption rate
- Member versus non-member revenue
- Loyalty program ROI
Then use industry statistics to identify opportunities.
For example, if your loyalty enrollment is high but active membership is low, your priority may be engagement rather than acquisition. If members purchase frequently but have low average order values, your program could test tiered rewards or basket-building incentives. If customers engage with rewards but rarely redeem them, the redemption process or reward structure may need attention.
The goal is not to copy another brand’s loyalty program.
It is to understand what the broader loyalty program statistics for 2026 reveal about customer expectations and then apply those insights to your own customer data.
Final Takeaway
The most important customer loyalty statistics tell a consistent story: customers want more value, more relevance, and less friction.
For businesses, that means moving beyond basic points-based programs toward loyalty experiences that combine rewards, personalization, exclusive benefits, and meaningful customer engagement.
The brands that understand what motivates their customers and measure whether those motivations actually drive repeat behaviour will be better positioned to turn loyalty into a measurable retention and revenue strategy.
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