• Over a quarter (26.2%) of loyalty points go unspent, and 11.9% of points expire unspent
• US consumers lose out on up to $10 billion worth of savings per year
• 68.6% of customers say promotions influence their shopping behavior
• 41.7% of customers use promotions almost every time they shop

US consumers are missing out on an estimated $10 billion in savings annually¹, as more than a quarter of shoppers’ loyalty points go unspent, and over one in ten are left to expire, new research reveals. Despite this, 41.7% of consumers take advantage of promotions every time they shop, and 81.8% use them at least a few times a month.

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Antavo's Global Customer Loyalty Report 2026

So, despite Americans overwhelmingly embracing discounts, deals, and loyalty programs, why are they leaving money on the table?

In an effort to deliver compelling deals to customers, build relationships, and unlock repeat business, brands have made loyalty programs a fact of life for consumers. According to the Antavo Global Customer Loyalty Report 2026, a survey of more than 1,000 US consumers (of a global sample of 10,000) that unpacks the trends shaping the evolving consumer loyalty landscape, participation in loyalty programs is rising sharply: 43.2% of consumers are more likely to join one than last year.

A good loyalty program is becoming a big part of customer retention, with 31.3% of consumers saying they would be more likely to continue doing business with a brand that offers one. Clearly, there’s a shift in the role of loyalty programs from a “nice-to-have” perk to a core part of the customer relationship, driven by the economic climate.

While loyalty program membership is higher than ever, and traditional discount-driven promotions are still effective, customers want greater maturity and personalisation in their loyalty programs. They want more options and incentives to use the points they earn.

Chances to save remain the biggest reason people use their loyalty programs, but other motivators, like freebies and personalized rewards, are quickly becoming must-haves for shoppers.

• 70.8% cite money-saving benefits such as coupons, vouchers, or cashback
• 46.3% value free products or services, including free shipping and samples
• 41.6% want personalized offers and rewards tailored to their preferences and values

People also expect flexibility in how they access loyalty programs, with mobile apps (44%), digital loyalty cards (42.4%), and even plastic cards (41%) all remaining popular. Convenience and a lack of friction are essential to a loyalty program that consumers actually use.

Attila Kecsmar, CEO and Co-founder at Antavo, commented: “Friction is the enemy of loyalty. Shoppers want to engage with brands and their loyalty programs on their own terms, and brands must rise to that challenge. Consumers want convenience - something that’s always at hand.”

Almost half (49.1%) of respondents said it takes too long to earn rewards, with 41.1% left frustrated by expiring points, and 38.9% of shoppers saying they found rewards unattractive.

Kecsmar continued: “When rewards feel out of reach, engagement fades, and points go unused - meaning consumers miss out on saving valuable cash. The brands that give their customers a loyalty experience that feels immediate, rewarding, and tailored to their wants and needs are seeing impressive returns. For those that are not, unspent points will continue to pile up while customers become less satisfied and, eventually, leave in search of a better experience elsewhere.”

The full Antavo Global Customer Loyalty Report 2026 is available [HERE]. It was sponsored by Bloomreach DataLab, EPAM, Digitas, and StratLX.

About Antavo

Antavo is revolutionizing the customer loyalty landscape with its cutting-edge AI Loyalty Cloud. As the market's most powerful pure-play loyalty technology, Antavo's platform seamlessly combines advanced AI capabilities with effortless integration, setting a new standard in the industry.

Antavo is the leading provider of AI-powered customer loyalty technology, offering a comprehensive platform that streamlines the entire loyalty program lifecycle. Its solutions include a Promotion Engine to engage the full customer base, a Loyalty Planner that accelerates program planning by up to 10 times, and a flexible Loyalty Engine with an intuitive Workflows editor to bring any loyalty concept to life. Once a program is live, Antavo’s Optimizer transforms loyalty data into clear, actionable insights. At the core of all the solutions is Timi AI, an agentic AI that enhances and supports every step of the loyalty journey.

This excellence has not gone unnoticed. Antavo is recognized by industry leaders such as Forrester, Gartner, and IDC, and it’s the preferred choice for global brands, loyalty consultants, and system integrators worldwide. Antavo’s diverse client portfolio, including household names like KFC, Skims, C&A, Flying Tiger, Notino, Scandic Hotels, Kathmandu, Brightline and Benefit Cosmetics, spans industries from fashion, beauty, retail, travel, and hospitality, showcasing the versatility and effectiveness of the platform.

Experience the future of customer loyalty with Antavo. Visit antavo.com to learn more.

¹ Research and Markets study values the US loyalty market at around $27 billion annually, resulting in consumers missing out on an estimated $10 billion in savings.

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