Black Friday may be the ultimate consumer moment, but it’s also a loyalty stress test. This holiday season, younger values-driven shoppers are rewriting the rules.
According to SAP Emarsys’ Customer Loyalty Index 2025, more than half (51%) say they’ll stay loyal to the brands that reflect their values. With nearly half of Gen Z (45%) planning to shop during the sales period, nearly one in five (19%) will intentionally pay more to support brands that align with those values; 42% of Gen Z and 40% of Millennials switched brands in the past year over poor sustainability practices.
As we head towards 2026, the brands that win will go beyond communication to anticipation. AI will be the secret sauce behind this evolution, empowering marketers to listen, learn, and respond in real time. Points and perks are no longer enough. Consumers expect tailored offers, transparent sustainability, and experiences that feel relevant and authentic. And they expect brands to deliver this consistently across channels.
“Loyalty is no longer just a program”, said Joanna Milliken, CEO of SAP Emarsys: “The most successful brands treat loyalty as part of the entire customer experience, creating relevant, connected journeys that keep shoppers coming back.”
Mizuno: from campaigns to life-long connections
Global sports brand Mizuno is proving what’s possible when personalisation meets purpose. Historically reliant on seasonal campaigns, Mizuno wanted a more sustainable way to engage its diverse customer base across 10 product categories and multiple channels.
By partnering with SAP Emarsys, Mizuno unified its customer data and used AI to create personalised journeys—turning one-off interactions into long-term relationships.
“We wanted a way to connect the different channels we use to engage with consumers,” explained Lisa Fair, Growth Marketing Specialist at Mizuno. “SAP Emarsys helped us bring everything together so we can create more personalised experiences – because that’s what drives real loyalty for us.”
The results speak for themselves:
• 52% year-over-year increase in active customers
• 62% increase in revenue from premium customers
• 35% increase in customer win-backs
• 33% increase in number of orders
Discover more insights in the SAP Emarsys Customer Loyalty Index here.
