As Black Friday approaches, many shoppers are wondering where to spend their money. With endless discounts competing for attention, loyalty experts say it pays to look beyond the price tag and choose brands that value your loyalty long after the sales end.
Six in 10 shoppers are more likely to join a loyalty programme during a sales period than at any other time of year, according to research from LoyaltyLion. This rises to 73% of Gen Z and 74% of Millennials/GenY.
But not all programmes are created equal. The best ones reward you year-round, not just when you’re checking out a bargain.
Charlie Casey, CEO at LoyaltyLion, says: “Black Friday is when loyalty programmes really show their worth. Shoppers are looking for brands that offer both financial and experiential value in exchange for their loyalty – and they pick these brands over those just offering discounts alone.
He offers his advice to shoppers looking to get the best results:
Ongoing rewards that go beyond discounts
A good loyalty programme doesn’t stop giving once the sales end. Look for brands that reward you year-round with perks like free shipping, birthday treats, or early access to collections. Au Vodka’s Gold Gang is a great example: members enjoy double points promotions and exclusive access to password-protected sales that continue to surprise well after Black Friday.
Experiences that make you feel part of something special
Shoppers increasingly want experiences, not just savings. Some of the best programs give you moments you can’t buy – from styling sessions and surprise gifts to invites for unique events. Never Fully Dressed has treated top-tier members to concert tickets and secret events, while Adanola even offers VIP yoga classes for members and a friend. These are the kinds of rewards that turn a transaction into a relationship.
Fair and transparent value exchange
When a retailer asks for personal data, it should always feel worth it. A good program explains how your information is used and offers something meaningful in return. The INKEY List does this well with its skincare quizzes, which use customer data to tailor advice and product suggestions – creating a genuinely helpful experience rather than just collecting data for data’s sake.
Rewards for engagement, not just spend
Loyalty isn’t only about what you buy – it’s about how you connect. The best programmes let you earn points for leaving reviews, referring friends, or interacting with the brand online. Represent’s Prestige program even rewards members for reselling and buying preloved pieces through its Archive, a move that keeps the brand’s fans close even when they’re not buying new. .
Fewer, better memberships
It can be tempting to sign up for every loyalty scheme going, but focusing on a few brands you really love will pay off. With fewer memberships, you’ll build up points and climb tiers faster to access even better VIP benefits. Think of it like having a handful of close friends instead of hundreds of acquaintances – the rewards are richer, and the relationships mean more.
