UK consumers average 12 loyalty schemes as rewards become part of daily spending

New research from American Express reveals that loyalty schemes have become deeply integrated into the daily lives of British consumers. According to the American Express Rewards Report 2026, 90% of UK adults belong to at least one loyalty program, with the average person participating in 12 different schemes.

Supermarkets are the most prevalent providers, with 87% offering schemes, followed by high street retailers (66%) and food and drink chains (50%). Consumers are increasingly using these rewards to manage household finances amidst cost-of-living pressures. Approximately 40% of Britons use rewards to lower everyday spending, while 21% view their accumulated rewards as an extra savings pot or rainy-day fund.

Those who actively redeem rewards estimate they have saved an average of £132.30 over the past year. The report notes that Tesco’s Clubcard maintains a massive presence, with a household penetration rate of 84% across the country.