Loyalty Program Statistics for 2026: Adoption, Usage, ROI, and Consumer Behavior

In 2026, loyalty programs remain a cornerstone of customer retention amid intensifying competition and shifting consumer expectations. With buyers enrolled in multiple programs across retail, travel, and services, brands face pressure to deliver personalized value, emotional connections, and measurable ROI to combat fatigue and switching.

Recent data underscores the scale: the U.S. loyalty market reached US$22.30 billion in 2025, with robust growth driven by omnichannel integration and AI-enhanced personalization. Consumers increasingly demand programs that align with their lifestyles, influencing spending habits and brand preference.

This article compiles over 70 loyalty program statistics from primary research, platform data, and industry reports published within the last two years. Organized by key dimensions, these figures provide a reference for understanding program performance, consumer dynamics, and strategic investments relevant to 2026.

Scope and Methodology

• Includes only publicly available loyalty program statistics relevant for 2026.
• Based on the latest figures published within the last two years.
• Sources include primary research, first-party platform data, institutional studies, and industry reports.
• Each statistic is listed separately with its original source and study context.
• No estimates, forecasts, interpretations, or recommendations are included.

Key Loyalty Program Statistics for 2026

57% of consumers spend more on brands or providers to which they are loyal, based on a 2025 study by Queue-it.
A 5% increase in customer retention correlates with a 25% increase in profit, based on a 2025 study by Queue-it.
85% of consumers say loyalty programs make them more likely to continue shopping with brands, based on a 2025 study by Queue-it.
90% of loyalty program owners reported positive ROI, with the average ROI being 4.8x, based on a 2025 study by Queue-it.
The U.S. loyalty market is projected to reach US$25.99 billion by 2026, based on a 2026 report by ResearchAndMarkets.com.
Loyalty programs drive 83% of consumers to make repeat purchases, based on a 2025 study by Yotpo via Emarsys.
90% of loyalty program owners see positive returns, averaging 4.8 times their investment, based on a 2025 study by Antavo via Emarsys.
The average annual activity rate across loyalty programs is 59%, based on a 2025 study by Queue-it.
73% of consumers say they modify the amount they spend to maximize loyalty program benefits, based on a 2025 study by Queue-it.
Members of loyalty programs generate 12-18% more incremental revenue growth per year than non-members, based on a 2025 study by Queue-it.
The top performing loyalty programs boost revenue from customers who use them by 15-25% annually, based on a 2025 study by Queue-it.

Adoption and Usage Statistics

79% of consumers have established some form of relationship with the brands they purchase from—either a membership, retail subscription or loyalty program, based on a 2025 study by Queue-it.
17% of consumers have all three types of brand relationships: membership, retail subscription, and loyalty program, based on a 2025 study by Queue-it.
68% of consumers said they’d join a customer loyalty program for brands they like, based on a 2025 study by Queue-it.
Loyalty program owners said an average of 50% of rewards are redeemed, based on a 2025 study by Queue-it.
60% of loyalty program owners have made significant changes to their program in the past two years, based on a 2025 study by Queue-it.
64% of those who made changes to their loyalty program are satisfied with it, compared to 43% satisfaction among those who hadn’t made changes, based on a 2025 study by Queue-it.
90% of companies with a loyalty program plan to revamp it in the next three years, based on a 2025 study by Queue-it.
65% of companies want to replatform and revamp their loyalty program, based on a 2025 study by Queue-it.
80% of loyalty program owners are likely or very likely to revamp their loyalty program in the next three years, based on a 2025 study by Queue-it.
80% of loyalty program owners plan to increase or significantly increase their investments in customer loyalty over the next three years, based on a 2025 study by Queue-it.
87.5% of loyalty program owners plan to engage with customers in non-transactional ways in the next three years, based on a 2025 study by Queue-it.
H&M’s loyalty program grew 71% YoY in 2021, reaching over 120 million members, based on a 2025 study by Queue-it.

Audience and Behavioral Statistics

77% of consumers now retract their loyalty more quickly than they did three years ago, based on a 2025 study by Queue-it.
61% of consumers switched some or all of their business from one brand or provider to another in the last year, based on a 2025 study by Queue-it.
56% of consumers are willing to spend more with a brand they like even if cheaper options exist, based on a 2025 study by Queue-it.
60% of consumers aged 18-24 say they like point-based loyalty schemes, based on a 2025 study by Talon.One.
20% of consumers aged 18-24 say they would stop shopping from certain brands if they were to end their point-based loyalty schemes, based on a 2025 study by Talon.One.
Three in four consumers consider trust pivotal in their choice of stores, based on a 2025 study by Queue-it.
76% of consumers are more likely to recommend a business they trust, based on a 2025 study by Queue-it.
68% of consumers are more likely to join a business’ loyalty program if they trust it, based on a 2025 study by Queue-it.
90% of consumers would spend 10% or more on a product to buy it from a business they trust, based on a 2025 study by Queue-it.
95% of customers say trusting a company increases their loyalty, based on a 2025 study by Queue-it.
83% of consumers reported trustworthiness being the emotional factor that’s most aligned with their favorite brands, based on a 2025 study by Queue-it.

Channel Performance Statistics

Starbucks Rewards represents 53% of all spend in U.S. Starbucks stores, based on a 2025 study by Queue-it.
Members make up 80% of Sephora’s total sales, based on a 2025 study by Queue-it.
81% of loyalty program owners said their program was helpful during the economic downturn, based on a 2025 study by Queue-it.
After The North Face released its revamped XPLR loyalty program, traffic to the landing page increased 54% YoY, based on a 2025 study by Queue-it.

Conversion and Acquisition Statistics

The average annual spend of members who redeem rewards is 3.1x that of members who don’t, based on a 2025 study by Queue-it.
Adidas adiClub members buy 50% more often than non-members, based on a 2025 study by Queue-it.
Adidas adiClub members’ lifetime value is double that of non-members, based on a 2025 study by Queue-it.
Lululemon’s loyalty program got nine million membership sign-ups in five months, based on a 2025 study by Queue-it.
Over 30% of lululemon members took advantage of at least one benefit in that five month period, based on a 2025 study by Queue-it.
Princess Polly drives 4x ROI through their loyalty program, based on a 2025 study by Queue-it.

Trust, Influence, and Perception Statistics

63% of loyalty program owners are satisfied or very satisfied with their programs, based on a 2025 study by Queue-it.
37% of loyalty program owners say they use some form of personalized rewards or offers, based on a 2025 study by Queue-it.
53% of loyalty program owners say they plan to offer personalized rewards or offers in the next three years, based on a 2025 study by Queue-it.

Customer Value and Retention Statistics

The top 10% of customers on average are worth 6 times more than the average customer, based on a 2025 study by LoyaltyLion.
The top 1% of customers are worth 18 times more than the average customer, based on a 2025 study by LoyaltyLion.
An average of 27% of marketing budgets are allocated to customer loyalty and CRM, based on a 2025 study by Queue-it.
American Airlines’ AAdvantage loyalty program is worth over $20 billion, based on a 2025 study by Queue-it.

Revenue and Business Impact Statistics

The U.S. loyalty market has experienced a CAGR of 18.6% during 2021-2025, based on a 2026 report by ResearchAndMarkets.com.
The U.S. loyalty market is forecast to grow at a CAGR of 14.2% from 2026 to 2030, based on a 2026 report by ResearchAndMarkets.com.
The U.S. loyalty market is projected to expand to US$44.25 billion by the end of 2030, based on a 2026 report by ResearchAndMarkets.com.

Industry-Specific Statistics

The loyalty market in the United States is expected to grow by 16.6% annually to reach US$25.99 billion by 2026, based on a 2026 report by ResearchAndMarkets.com.

References

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