A. Guttmann
Research Lead covering media
Loyalty programs & marketing in the United Kingdom - statistics & facts
The loyalty marketing landscape in the United Kingdom has evolved into a mature and dynamic sector: British consumers demonstrate high engagement with loyalty programs, while marketers reap substantial returns on their investments. In 2025, eight out of 10 adults in Great Britain were members of at least one loyalty program. This was the highest share since 2018, reflecting the deep integration of such schemes into British shopping habits. In today’s UK cost-of-living crisis, discounts and rewards hit the spot for consumers. For brands, well-designed loyalty programs are key to winning buying decisions.
