URGENT UPDATE: Shoppers are collectively missing out on a staggering £3 billion annually due to unspent loyalty points. New data from the Antavo Global Customer Loyalty Report 2026 reveals that nearly a quarter of loyalty points go unutilized, with 1 in 10 points expiring without being redeemed.
As consumers look for ways to maximize their savings, the urgency for businesses to enhance loyalty schemes has never been clearer. Almost half of the surveyed shoppers expressed a strong desire to join loyalty programs, while a third indicated they prefer to remain loyal to brands that offer these incentives.
Attila Kecsmar, CEO and Co-founder of Antavo, emphasized the need for brands to adapt to consumer expectations. He stated, “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.”
The findings are alarming: 49.1% of respondents reported that earning rewards takes too long, while 41.1%38.9% found the rewards offered to be unattractive.
Kecsmar noted, “When rewards feel out of reach, engagement fades, and points go unused – meaning consumers miss out on saving valuable cash.” He added that brands providing a loyalty experience that is immediate and tailored to customer needs are reaping impressive returns. Conversely, those failing to meet these expectations risk alienating their customers, leading them to seek better experiences elsewhere.
With shoppers increasingly inclined to join loyalty schemes, businesses must take immediate action to redesign their programs. The urgency is clear: if brands don’t adapt, unspent points will only continue to accumulate, resulting in lost revenue and dissatisfied customers.
Consumers are urged to review their loyalty points status and take advantage of any available rewards before they expire. The clock is ticking, and every unclaimed point represents a missed opportunity for savings.
Stay tuned for more updates as this developing story unfolds.
