The Future of Loyalty Programs in the US: What to Expect in 2025
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The American consumer market is unique: demand for and participation in loyalty programs are higher than in Europe. US consumers make frequent purchases, creating more opportunities to build customer loyalty. Additionally, loyalty programs are often heavily marketed as a key point of differentiation for brands. The wide variety of loyalty programs leads to fierce competition. One way to stand out is by developing new initiatives that meet customer demands promptly.
Scroll down to explore:
- The current loyalty market in the US
- Predictions for 2025 and beyond
- The role of personalization and data security in loyalty programs
- Sustainability as an important consideration for marketers
What Makes US Shoppers Stick? A Look at Loyalty Trends
To predict the future, first, let’s take a look at the current state of customer loyalty in America.
Loyalty programs are widely popular in the United States—on average, one consumer is a member of 13 loyalty programs, which is much more than the global average of 10 and the European average of 9.
When shopping, consumers in the US are mostly influenced by product or service quality (81%) and price (74%). Discounts (61%) and loyalty programs (58%) also play an important role.
Interestingly, convenience is very important for 60% of US respondents, significantly outpacing the global average of 43% and the European average of 35%. This means US businesses should prioritize hassle-free, intuitive shopping experiences alongside loyalty incentives to meet consumer expectations.
Top 5 Reasons US Consumers Join Loyalty Programs:
For discounts and cashback
For the value of rewards
To receive free shipping
For better customer service and support
Because of the relationship with the brand
How Are US Respondents Earning and Spending Loyalty Points?
In North America, the customer loyalty practice today is full of sameness, discounts and weak value propositions. Sadly, the broad majority of programs are not inspiring deep, compelling affinity from moderate to best customers. The opportunity to gain a competitive advantage lies in reimagining what a program can offer and delivering it to members to achieve sustained, profitable incremental revenue.
David A. Slavick, Co-Founder and Partner at Ascendant Loyalty Marketing
The Next Big Thing in US Loyalty Programs
Anticipating and setting trends is far more important than just jumping on them once they become standard—especially when your brand has to stand out from 12 other loyalty programs. Let’s take a look at what loyalty program features US customers anticipate the most.
Consumer Desires for 2025
Tech trends like cryptocurrency, augmented reality, and voice-activated features sound cool, but in reality, consumers are clearly more concerned with practical, everyday benefits. Do you want to keep your US customers engaged and excited? Prioritize digital, personalized, and easy experiences.
In the crowded U.S. loyalty landscape, success hinges on creating programs that prioritize relevance and foster emotional connections over transactional incentives.
Michael Snyder, Senior Solutions Consultant, CX & Loyalty at Comarch
Why Personalization is the Future of Customer Engagement in US Loyalty Programs
Every expert interviewed on our Loyalty Personality Quiz has said that hyper-personalization is a key factor that will influence the future of customer loyalty. Personalization efforts make it seem like your brand truly knows every customer by name and is familiar with their lifestyles or preferences.
In fact, 70% of US respondents want to receive personalized offers, recommendations, and discounts from companies or loyalty programs—surpassing the global average of 64%. At the same time, 74% of consumers say that tailored offers and personalized recommendations make them more likely to shop longer and spend more.
5 Most Valuable Loyalty Personalization Features in the US:
- Discounts on frequent purchases: 75%
- Exclusive rewards or bonus points: 72%
- Birthday or anniversary discounts: 68%
- Early access to sales: 62%
- Personalized shipping: 57%.
If you think about the loyalty customer, this is a person who has said, 'Here’s my information, here’s my data—provide me with the best possible experience you can.' For us, it’s about figuring out how to do that. How do we give them more, but not in a creepy way? We have to be very careful not to cross that line. At the same time, we need to make it scalable and meaningful. That’s the challenge I take on every day: how to do this across our network in a way that really matters—not just a simple, generic email, but something truly impactful for the customer.
Edward Pouthier, Director of Loyalty Program and Experience at JetBlue
[Souce: JetBlue Loyalty with a Personal Touch]
It’s commonly assumed that consumers have mixed feelings about dynamic pricing for products and services like fast food, concert tickets, or taxi rides. However, our survey results suggest otherwise. The US stands out with one of the highest percentages of 'very positive' responses to dynamic pricing—50%. It’s safe to say that more brands will experiment with dynamic pricing in 2025.
Data Security as a Growing Customer Loyalty Trend
Data privacy concerns go hand in hand with personalization. To fully trust your brand, customers have to feel comfortable with sharing their data with you, even if it means better benefits.
Interestingly, the US is the most polarized country among all those we surveyed. 46% of customers are willing to share their information for free, while 29% are willing to do so in exchange for rewards. At the same time, 14% of respondents are not willing to share their data at all.
Top 3 Data Sharing Concerns in the US:
- Trust about data being sold to third parties: 33%
- Privacy: 21%
- Data security: 16%
Customers should have the option to opt into personalized experiences. Providing clarity about how their data will be used gives them control over their privacy, increasing their trust in the program.
Personalization can focus on non-sensitive data, such as purchase history or customer preferences, rather than relying on more sensitive personal information. This ensures personalization without compromising privacy.
Andréanne Rondeau, Loyalty Specialist at stratLX
Transparency is key. Be honest and upfront about data practices and the value customers will receive in return to build trust and motivate more consumers to willingly share their information.
In the near future, more and more brands will make their data policies easy to understand and accessible, clearly showing that they have nothing to hide.
Sustainability in the US Loyalty Programs
American consumers care about the environment and are aware of the impact their shopping decisions have on the planet. In fact, 68% of them consider sustainability when making purchases – higher than the European average (59%) and the global average (64%). Moreover, respondents from the US are willing to pay up to 58% more for greener products and services.
Top 3 Sustainability Initiatives Supported by US Consumers:
- Reducing plastic waste: 47%
- Opting out of services such as inflight food, extra towels, or room cleaning: 18%
- Renewable energy: 12%
Respondents clearly prefer tangible, direct environmental actions, which suggests that brands focusing on eco-friendly packaging or reusable materials can strike a strong chord with their audience.
Sustainability isn’t just an add-on; it’s a core value that loyalty programs can reflect through meaningful incentives for eco-conscious choices.
Michael Snyder, Senior Solutions Consultant, CX & Loyalty at Comarch
Marketers should recognize the growing importance of sustainability in driving customer loyalty. US customers are 67% more likely to join a loyalty program that prioritizes sustainability, and 62% of them have switched to or stayed loyal to a brand because of its sustainability practices. To stay ahead, brands should integrate sustainability into their loyalty programs and communicate these efforts clearly to attract and retain environmentally-conscious consumers.
Loyalty Programs in the US in 2025: Key Takeaways
Successful US loyalty programs focus on providing practical experiences.
Innovative tech trends like AR and crypto grab attention, but US consumers prioritize convenient loyalty program features.
Consumers are increasingly seeking personalized experiences, and experts highlight that hyper-personalization is the future of customer loyalty.
Clear communication about how personal data is used and safeguarded is essential for building consumer confidence and loyalty.
Sustainability is a powerful driver of customer loyalty in the US, and brands should integrate environmentally friendly practices into their loyalty programs.
Top 5 Loyalty Program Industries in the US:
Supermarkets & Food Retail: 25%
Airlines & Airports: 23%
Hotels: 11%
Restaurants & Cafes: 9%
Clothing, footwear, electronics: 7%
More Data and Detailed Stats on Loyalty Program Trends
Personalization, convenience, and sustainability are the main factors you should look out for when planning customer loyalty strategies for 2025 and beyond. Consumers seek tailored experiences and practical benefits, so brands need to offer them digital, easy-to-use program features while presenting clear data privacy policies.
Get a free copy of our Customer Loyalty Predictions 2025 and beyond report to learn even more about global loyalty program trends. This comprehensive resource, created through the collaboration between Comarch and the Global Loyalty Organization, includes an extensive chapter dedicated to the US region, with even more statistics and expert quotes.
