Over a quarter (26.2%) of UK loyalty points go unused, and 11.9% of points expire unspent, according to the Antavo Global Customer Loyalty Report 2026.
The research found consumers lose out on up to £3 billion worth of savings per year, despite the fact 68.6% of shoppers said promotions influence their buying behaviour and 41% use promotions almost every time they shop.
The figures come as the cost of living ranked highest among Britons’ worries (54% of respondents listed the cost of living as their greatest public concern) in a recent YouGov survey.
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More than 1,800 shoppers in the UK and Ireland were surveyed for the research. It found 31.3% of consumers would be more likely to continue doing business with a brand that offers one.
Other motivating factors were:
- 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 personalised offers and rewards tailored to their preferences and values
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.
Attila Kecsmar, CEO and Co-founder at Antavo, said: “Friction is the enemy of loyalty.
“Shoppers want to engage with brands and their loyalty programmes on their own terms, and brands must rise to that challenge. Consumers want convenience – something that’s always at hand.”
People also said they want flexibility in how they access loyalty programmes, with mobile apps (44.1%), digital loyalty cards (42.4%), and even plastic cards (41%) all remaining popular.
Kecsmar added: “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.”
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