The Points Guy's First Loyalty Report Shows Consumer Preferences and Trends for Reward Programs
Consumers are not just seeking rewards; they desire simple, reachable rewards. The most appreciated benefits in loyalty programs are immediate and easy to use: discounts at gas stations (88%), cashback offers (84%), free food (84%), and instant discounts at retail locations (78%). Meanwhile, more aspirational rewards like elite status and experiential perks tend to rank lower on the consumer satisfaction scale.
Brian Kelly, the founder of TPG, reflected on the survey results, stating, "This data mirrors our K-shaped economy where consumers are divided into two groups. Everyday consumers are eager for instant value during their transactions, while higher-end consumers are looking for more seamless travel benefits. The disparities between these two economic sides are widening; however, common across both is a desire for tangible value from loyalty programs. People will continue to reward brands that meet these expectations."
The report provides several noteworthy insights that are shaping the loyalty landscape:
1. Popularity vs Value: The most utilized programs, such as Starbucks’ loyalty rewards (35% popularity), do not necessarily offer the best redemption values. Meanwhile, companies like Domino's and MyMcDonald's provide higher returns for new customers. Similarly, Target Circle leads in retail popularity with a 28% user base yet other retailers present superior base returns.
2. Loyalty Does Not Equal Loyalty: Interestingly, a significant portion of consumers enrolled in retail and dining loyalty programs (46% and 47% respectively) report that these programs typically do not influence their shopping or dining choices. This contrasts with credit card (28% influence) and fuel programs (34% influence), which have more automatic earning and redemption features.
3. Confidence Levels in Rewards: The report highlights that Americans seem more assured about maximizing their restaurant rewards (43%) compared to airline loyalty programs, where only 28% express similar confidence. This indicates a gap in understanding how to leverage travel rewards effectively.
4. Value from Fast Food Rewards: Fast food loyalty programs prove to deliver substantial value, with the average return rate for first-time free-food rewards at 12%. Notably, MyMcDonald's leads with a return rate of 16.6%, while Domino's offers as high as 25% on select purchases.
5. Reaching a Limit with Premium Credit Card Perks: Almost 80% of consumers are hesitant to pay increased fees for premium credit card benefits. Furthermore, only 40% feel they are making the most out of their existing rewards, suggesting that the strategy of sticking with a single quality card is often more beneficial than trying to accumulate rewards across multiple high-fee cards.
The insights in the 2026 State of Loyalty Report stem from a nationally representative survey conducting by The Points Guy in collaboration with YouGov, encompassing 2,158 U.S. adults. Analysis covered multiple categories, leveraging an average respondent size of 681 per loyalty segment, focusing on behavior, perceptions, and preferences.
Established in 2010, The Points Guy offers invaluable services to consumers eager to make the most out of their loyalty programs, whether in travel or day-to-day spending. The platform combines expert knowledge with hands-on experience to educate followers on maximizing benefits from loyalty rewards. Currently, TPG reaches an impressive audience of 11 million unique visitors monthly, with a robust social media presence exceeding 6 million followers across various platforms.
As the loyalty landscape continues to evolve, The Points Guy remains committed to guiding consumers toward informed spending and rewarding experiences.
For additional information, visit The Points Guy.
Reflections of a K-Shaped Economy
Brian Kelly, the founder of TPG, reflected on the survey results, stating, "This data mirrors our K-shaped economy where consumers are divided into two groups. Everyday consumers are eager for instant value during their transactions, while higher-end consumers are looking for more seamless travel benefits. The disparities between these two economic sides are widening; however, common across both is a desire for tangible value from loyalty programs. People will continue to reward brands that meet these expectations."
Key Insights from the 2026 State of Loyalty Report
The report provides several noteworthy insights that are shaping the loyalty landscape:
1. Popularity vs Value: The most utilized programs, such as Starbucks’ loyalty rewards (35% popularity), do not necessarily offer the best redemption values. Meanwhile, companies like Domino's and MyMcDonald's provide higher returns for new customers. Similarly, Target Circle leads in retail popularity with a 28% user base yet other retailers present superior base returns.
2. Loyalty Does Not Equal Loyalty: Interestingly, a significant portion of consumers enrolled in retail and dining loyalty programs (46% and 47% respectively) report that these programs typically do not influence their shopping or dining choices. This contrasts with credit card (28% influence) and fuel programs (34% influence), which have more automatic earning and redemption features.
3. Confidence Levels in Rewards: The report highlights that Americans seem more assured about maximizing their restaurant rewards (43%) compared to airline loyalty programs, where only 28% express similar confidence. This indicates a gap in understanding how to leverage travel rewards effectively.
4. Value from Fast Food Rewards: Fast food loyalty programs prove to deliver substantial value, with the average return rate for first-time free-food rewards at 12%. Notably, MyMcDonald's leads with a return rate of 16.6%, while Domino's offers as high as 25% on select purchases.
5. Reaching a Limit with Premium Credit Card Perks: Almost 80% of consumers are hesitant to pay increased fees for premium credit card benefits. Furthermore, only 40% feel they are making the most out of their existing rewards, suggesting that the strategy of sticking with a single quality card is often more beneficial than trying to accumulate rewards across multiple high-fee cards.
Methodology of the Report
The insights in the 2026 State of Loyalty Report stem from a nationally representative survey conducting by The Points Guy in collaboration with YouGov, encompassing 2,158 U.S. adults. Analysis covered multiple categories, leveraging an average respondent size of 681 per loyalty segment, focusing on behavior, perceptions, and preferences.
About The Points Guy
Established in 2010, The Points Guy offers invaluable services to consumers eager to make the most out of their loyalty programs, whether in travel or day-to-day spending. The platform combines expert knowledge with hands-on experience to educate followers on maximizing benefits from loyalty rewards. Currently, TPG reaches an impressive audience of 11 million unique visitors monthly, with a robust social media presence exceeding 6 million followers across various platforms.
As the loyalty landscape continues to evolve, The Points Guy remains committed to guiding consumers toward informed spending and rewarding experiences.
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For additional information, visit The Points Guy.
Topics Consumer Products & Retail）
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