During a 2024 survey, 69 percent of responding consumers from the United States stated that they considered themselves loyal to certain retailers, brands, or stores. The level of loyalty deepened with age of the survey respondents, increasing from 64 percent among Generation Z to 74 percent among baby boomers.
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SAP Emarsys. (September 24, 2024). Share of consumers who considered themselves loyal to certain retailers, brands, or stores in the United States as of June 2024, by age group [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 30, 2026, from /statistics/1618142/consumer-brand-loyalty-age-united-states/
SAP Emarsys. "Share of consumers who considered themselves loyal to certain retailers, brands, or stores in the United States as of June 2024, by age group." Chart. September 24, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 30, 2026. /statistics/1618142/consumer-brand-loyalty-age-united-states/
SAP Emarsys. (2024). Share of consumers who considered themselves loyal to certain retailers, brands, or stores in the United States as of June 2024, by age group. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 30, 2026. /statistics/1618142/consumer-brand-loyalty-age-united-states/
SAP Emarsys. "Share of Consumers Who Considered Themselves Loyal to Certain Retailers, Brands, or Stores in The United States as of June 2024, by Age Group." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 24 Sep 2024, /statistics/1618142/consumer-brand-loyalty-age-united-states/
SAP Emarsys, Share of consumers who considered themselves loyal to certain retailers, brands, or stores in the United States as of June 2024, by age group ÌÇÐÄÆƽâ°æ, /statistics/1618142/consumer-brand-loyalty-age-united-states/ (last visited July 30, 2026)
Share of consumers who considered themselves loyal to certain retailers, brands, or stores in the United States as of June 2024, by age group [Graph], SAP Emarsys, September 24, 2024. [Online]. Available: /statistics/1618142/consumer-brand-loyalty-age-united-states/
