M&S is encouraging its loyalty members to add their birthdays to their profile so consumers don’t miss out on their birthday treat, after it found almost 60 per cent of its members miss out on their free reward.

This comes as the retailer made 920,000 free birthday treats available to Sparks members this month.

According to the retailer, September is the most popular month for birthdays with almost 2000 children born everyday. The 26th of the month is the UK’s most popular birth date, with more than 30,000 M&S customers celebrating their birthday on the date.

Research from the retailer highlighted that 28 per cent of respondents believed that celebrating is getting more expensive each year. The study, which surveyed 2,000 adults, showed that 21 per cent were combining family celebrations and 19 per cent are using loyalty savings and rewards to cover the coast of a gift.

Some, 21 per cent reported that they liked to purchase a gift for themselves and 15 per cent said they paired up with a friend to get a joint gift. According to 17 per cent of those surveyed, birthday perks gave them the perfect excuse to spend on themselves and 20 per cent believed a freebie on their birthday felt more special than a standard discount.

In response to its findings, the retailer is giving Sparks members a free birthday treat. Treats include cookies, truffles, Percy Pigs, roses and crémant and the reward will appear in eligible accounts at the start of their birthday month.

M&S has reported that is most redeemed treat is its cookies, followed by chocolate truffles and a cake.

Sharry Cramond, marketing and loyalty director at M&S says: “We are so proud to give away close to one million birthday treats to our Sparks members every month, it’s one of our favourite ways to say thank you to our customers.

“Even if everyone else forgets your birthday, M&S won’t! It only takes ten seconds to add your birthday to your Sparks profile and it’s the easiest birthday present you’ll ever receive. The only question is, which treat will you choose to celebrate your special day?”.

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