Loyalty Schemes Now Embedded in Everyday Life for Most Brits

Nearly nine in ten Brits now belong to at least one loyalty scheme, according to new research from American Express.

The Rewards Report 2026 found that consumers redeemed an estimated £4.43 billion* in rewards over the past year, with the average person belonging to 12 different schemes.

Supermarkets (87 per cent) and high street retailers (66 per cent) are the most popular loyalty schemes, followed by food and drink chains (50 per cent), reward or cashback credit cards (44 per cent), and local traders and travel providers.

Dan Edelman, General Manager, UK Merchant Services at American Express, said: 'What’s striking from our research is just how firmly rewards are now embedded in everyday life.'