Levi’s, Walmart, T.J. Maxx among top retailers in customer loyalty rankings
Retail companies that meet consumers’ expectations will be rewarded with brand loyalty — but the winners are changing and stakes are rising.
That’s according to the 18th annual Brand Key Loyalty Leaders List, an identification of the top 100 brands according to their ability to create customer loyalty. Levi Strauss claimed the top apparel company accolade among 2026’s top-ranked retail category brand leaders. Rounding out the top five were Skechers (athletic shoes), T.J. Maxx (department store), Walmart (discounter) and Dollar Tree (dollar discount). (See 2026’s top-ranked retail category brands at end of article.)
This year’s engagement and loyalty leaders reflect not only brand performance but cultural relevance and the ability to meet – or exceed – rapidly rising brand category expectations. In fact, consumer expectations soared 32% year-over-year, creating a significant shift in the brand landscape, according to the report.
Not only is this the largest single-year increase since the survey’s inception in 1998, this surge has transformed the competitive terrain. Being a company known for “stability” no longer guarantees category leadership. Due to his surge, 40% of product and service categories have identified new top brands based on their ability to meet evolving consumer demands.
“Elevated consumer expectations are shifting the rules of loyalty engagement, and brands that fail to adapt risk being overtaken,” said Robert Passikoff, founder and president of Brand Keys.
Loyal shoppers are also leading to operation cost savings and higher profitability, according to the report. For example, retention costs remain 17–25 times lower than acquisition costs – a 26% increase since 1997.
“These dynamics are why loyalty’s correlation with market share remains so strong – 0.87,” said Passikoff. “Loyal customers are six times more likely to engage, repurchase, and amplify brand messaging. The bottom line: loyalty moves markets.”
2026 Top-Ranked Retail Category Brands
Apparel: Levi Strauss
Athletic Shoes: Skechers
Department Stores: T.J. Maxx
Discount: Walmart
Dollar Discount: Dollar General
Firearms: Ruger
Home Repair: The Home Depot
Natural Markets: Whole Foods Market
Online Payments: PayPal
Online Shoes: Zappos
Online: Amazon
Pharmacy: CVS
Price Clubs: Costco Wholesale Corp.
Shipping: UPS
Sporting Goods: Dick’s Sporting Goods
These leaders are proving that loyalty is the most powerful driver of profitability. Loyal shoppers are also leading to operation cost savings and higher profitability, according to the report. For example, retention costs remain 17–25 times lower than acquisition costs – a 26% increase since 1997.
A 5% increase in loyalty can now yield up to 88% higher lifetime profits per customer, and a 2% rise in loyalty can deliver as much as a 29% reduction in across-the-board marketing and operational costs, the survey said.
“These dynamics are why loyalty’s correlation with market share remains so strong – 0.87,” said Passikoff. “Loyal customers are six times more likely to engage, repurchase, and amplify brand messaging. The bottom line: loyalty moves markets.”
The 2026 Customer Loyalty Engagement Index (CLEI) surveyed 80,826 consumers, 16 to 65 years of age, from the nine US Census Regions. Brand Keys examined 1,119 brands in 106 categories.
To see the complete list complete list of the 2026 CLEI Brand Loyalty Award winners, click here.
