The “Loyalty in the USA 2025: Market Snapshot” highlights the U.S. as the world’s most loyalty-driven market, with near-universal membership and strong consumer attachment. Americans value discounts, exclusive rewards, and digital convenience, while showing high receptiveness to personalisation and dynamic pricing. Seamless design, mobile integration, and everyday relevance are essential to thrive in this fiercely competitive and highly engaged loyalty landscape.
GLOA new report, Loyalty in the USA 2025: Market Snapshot, by the Global Loyalty Organisation and Comarch, confirms the U.S. as the world’s most loyalty-driven market. With near‑universal participation, American consumers see loyalty programs not just as perks but as an essential part of daily life.
Read full market snapshot here
Key Takeaways
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Unmatched Membership: Americans belong to an average of 13 loyalty programs, the highest among developed nations, with only 3% reporting no membership.
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Retail & Airlines Lead: Supermarkets (25%) and airlines (23.5%) dominate loyalty program share, while hotels (11%) and restaurants (9%) trail behind.
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Top Programs: Amazon Prime, Walmart Plus, and Delta SkyMiles rank as the nation’s most popular loyalty schemes, reflecting the strength of retail and airline networks.
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Preferred Benefits: Discounts (75%), exclusive rewards (72%), and birthday/anniversary perks (67%) are the most valued features, with Americans showing higher interest in sustainability (50%) than the global average (34%).
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Digital & Personalisation Priorities: Consumers want instant digital rewards (62%), mobile wallet integration (59%), and personalised offers (70%), highlighting a shift toward seamless, tech‑driven engagement.
With loyalty entrenched in U.S. consumer culture, brands face fierce competition to deliver programs that are simple, digital-first, and tailored—making loyalty less of an option and more of a must-have for market leadership.
Source: GLO
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