90% of Brits Now Belong to a Loyalty Scheme

Nine in ten Brits now belong to at least one loyalty scheme, according to American Express's first Rewards Report 2026. The report found that the average British person belongs to twelve different schemes.

The most popular types of loyalty schemes are from supermarkets (87%), high street retailers (66%), food and drink chains (50%), reward or cashback credit cards (44%), and schemes for local traders, travel providers, and third-party cashback sites.

American Express has been rewarding its Cardmembers for decades and has seen how expectations of rewards have evolved. Dan Edelman, General Manager, UK Merchant Services, American Express, notes that 'the opportunity is to make them flexible, relevant, and genuinely valuable, giving customers compelling reasons to choose a brand and come back to it.'

The report also found that rewards become an everyday money-saving tool for Brits, with four in ten using rewards to lower the cost of everyday spending. One in five use their rewards as an extra savings pot or rainy-day fund.