Survey: Consumers' favorite loyalty programs include...
Consumers rely heavily on rewards programs to save money – and several stand out for the value that they bring.
Amazon and Walmart top the list of the 10 loyalty programs that consumers value the most, according to a survey of 2,000 consumers from LoyaltyLion (see list later in article). The survey reveals a mix of programs that deliver “pricing and convenience benefits for everyday purchases and programs that deliver more emotional connections and experience-based rewards.”
A large majority (91%) of shoppers say being a member influences their decision to repeatedly purchase from the same e-commerce brand. Consumers log into loyalty programs 11 times a month on average, while 15% engage daily, and more than half (58%) check in at least once a week. This rises to 80% among 16–24 year olds.
Two-in-five (59%) respondents noted that loyalty programs offer better experience-based perks than they used to, and a similar amount (60%) say they receive a better customer experience as a member. Over half (55%) of consumers also reported feeling more emotionally connected to brands when they join their loyalty programs.
"Consumers clearly love loyalty programs. They're engaging with them regularly, actively looking for ways to earn rewards and increasingly making decisions about where to shop based on the value they receive,” said Charlie Casey, CEO of LoyaltyLion. “The programs topping our rankings are delivering meaningful value in categories people spend money on every week.”
[READ MORE: Here’s what quick-service restaurant loyalty program members want]
Top 10 most-loved loyalty programs in the U.S., according to LoyaltyLion, are:
- Amazon (including Prime)
- Walmart (including Walmart+)
- Kroger
- CVS
- Starbucks
- Costco
- Kohl's
- Sephora
- Target Circle
- Ulta
LoyaltyLion noted that while Amazon and Walmart dominated overall, the results reveal clear category leaders across the wider retail landscape. Starbucks outperformed rival food and beverage programs, highlighting the strength of an updated rewards strategy that is “simple, and incorporates multiple experience-based rewards.”
In the beauty category, Sephora and Ulta are separated by only a handful of mentions, with both brands having built “highly engaged communities” through points-based rewards, personalized offers and exclusive member benefits.
Costco and Sam's Club generated significant mentions, reflecting the continued appeal of memberships that deliver ongoing value across a broad range of household spending, according to LoyaltyLion. Meanwhile, Kohl's emerged as the standout apparel loyalty program, demonstrating the enduring popularity of straightforward and longstanding programs such as Kohl's Cash.
“The retailers seeing the strongest results are those using loyalty as a core part of the customer experience rather than a standalone initiative,” added Casey. “That’s why – and it’s perhaps one of the most interesting findings – we see a mix of national giants, independent retailers and local favorites. Consumers want savings and rewards, but they also respond to programs that feel relevant, personal and connected to the brands they genuinely enjoy shopping with."
LoyaltyLion’s survey was conducted by Censuswide March 26-27, 2026, among 2,001 consumers in the U.S. who are members of at least one e-commerce loyalty program, excluding grocery, travel, utility, and hospitality or restaurant programs.
