December has a way of revealing things. When routines settle, and the pace finally stabilises, the patterns underneath loyalty become easier to see.
You can tell which behaviours stayed steady through the year, which touchpoints quietly earned repeat visits, and which loyalty efforts truly mattered when everything else changed.
In this edition, we’re taking a clear, honest look at loyalty in 2025, what worked, what didn’t, and what’s worth carrying into 2026. Think of it as the loyalty edit: a refinement of the tactics, signals, and small decisions that created real repeat behaviour throughout the year.
So we’re taking stock!
- The habits that held,
- The loyalty signals that kept showing up,
- And the small mechanics that consistently brought customers back.
Just like year-end lights reveal corners that stayed dim all year, December shows which loyalty tactics quietly did their job, and which ones need to be retired before the calendar resets.
Year-ends have a way of inviting honesty. They open the door to new beginnings, but they also surface the confessions brands don’t usually say out loud.
In a recent Mastercard–Forrester study, marketing leaders openly admitted that “60% of marketers struggle to use their own customer data effectively.” A surprising admission for 2025, and a clear signal that even with loyalty programs everywhere, data activation remains the biggest bottleneck.
And the clock is ticking. The research suggests that 2026 will be unforgiving to loyalty programs that can’t personalise with precision.
The study highlights a few shifts already shaping the new year:
- Trusted commerce media networks (CMNs) are emerging as a major acquisition engine, as 84% of brands look for more profitable ways to reach high-intent customers.
- AI-powered personalisation will move from “nice to have” to baseline expectation, with 82% of leaders saying timing + relevance will be the top growth drivers.
- And the real differentiator? Data activation. With 60% of brands still struggling to utilise the data they own, those who solve fragmentation will gain a measurable advantage in retention and repeat behaviour.
Heading into 2026, the winners will be the teams who invest in AI-driven segmentation, contextual targeting, and trusted media networks to reach the right customer at the right moment, consistently.
UK’s Growing Loyalty Base in 2026: A Loyalty Reset
The UK loyalty landscape is ready for a reset. With consumers demanding value, emotion, and culturally relevant experiences, 2026 will reward brands that modernise, fast.
And the numbers tell the story.
Recent insights show that 62% of UK shoppers now prioritise emotional relevance over pure financial incentives, a major shift that’s pushing brands to rethink their approach. Meanwhile, one in three consumers switched loyalty programmes in the last year, citing stale benefits and weak personalisation.
“Loyalty isn’t built on more rewards, it’s built on better relationships.”
Classic perks are resurfacing, but with a modern twist: flexible rewards, mobile-first experiences, and personalised recognition that fits today’s expectations.
The rise of digital journeys is also undeniable; 78% of UK consumers now primarily interact with loyalty programmes through their phones, making real-time engagement the new baseline.
Brands that embrace these shifts (value + emotion + relevance) are the ones set to win 2026.
Want the full breakdown, real examples, and the strategies shaping UK loyalty in the year ahead? Read the complete analysis.
The Future of Loyalty in the UK: What 2026 Brings for a Market Ready for Change
NEWS FROM LOYALTY WORLD
- Tradition & Modernity Hand-in-Hand: Coca-Cola Embraces Nostalgia for 2025 Christmas Craze
Coca-Cola is doubling down on pure holiday magic this year, showing once again that nothing fuels loyalty quite like tradition wrapped in wonder. The brand has revived its iconic "Holidays Are Coming” campaign. Coca-Cola tried to approach its diverse customer base from all bases!
The glowing red trucks, the unmistakable jingle, and the whole nostalgic Coca-Cola universe that customers are familiar with signal that Christmas has officially begun.
But this year, the classic sparkle comes with a twist. Coca-Cola leaned on AI-enhanced visuals that brighten the familiar scenes without losing their warmth. It’s the same Christmas feeling people wait for, just seen through a modern lens.
Beyond the screens, the Holiday Caravan Tour is back on the road.
- Santa meet-ups, gifting stops, lights, music, and family moments that feel straight out of a Christmas movie.
It’s not labelled a loyalty programme, yet it works exactly like one, with high-emotion experiences, shared rituals, and moments families return to every December!
And to top it off, Coca-Cola revealed a Winter Adventure Sweepstakes, gifting one lucky winner a stay at Sweden’s ICEHOTEL.
Why does it earn loyalty without ever saying “loyalty”:
- Holiday soundtracks and visuals tap into deep emotional memory
- AI elevates the scenes people already love without changing the story
- Real-world Christmas experiences strengthen attachment
- Seasonal rewards feel like part of a larger festive narrative
Coca-Cola reminds us that the strongest loyalty in December doesn’t come from points, it comes from meaning, nostalgia, and the feeling that Christmas has arrived the moment the lights on those red trucks switch on.
- John Lewis: Community-Led Gifting Returns
This year, John Lewis paired its powerful motto, “If you can’t find the words, find the gift”, with a curated gifting experience built around personality, emotion, and ease.
Gift categories were shaped around who you’re shopping for: “If they love music…”, “Gifts under €20”, “Gifts for kids”, “Gifts for family”, and more. Every suggestion acted like a gentle prompt for expressing feelings we often struggle to articulate.
Alongside this, the retailer doubled down on its community-led loyalty engine.
- Customers could round up purchases to support local charities or donate digital gifts directly through the app, turning everyday shopping into everyday generosity.
In a saturated holiday season, purpose helped John Lewis rise above the noise.
What makes this even more resonant is how the brand’s Christmas storytelling tradition continues to anchor emotion. In its editorial “Every John Lewis Advert Ever Aired,” the brand revisits nearly two decades of iconic campaigns, from The Long Wait to Moz the Monster to Where Love Lives.
Together, the motto, the curated gifting journey, and the heritage of emotionally charged Christmas storytelling reinforce John Lewis’s core belief: a gift can say what words sometimes can’t.
And that’s where values-led loyalty becomes something deeper than a transaction.
Every John Lewis advert ever aired: How many do you remember?
- Mariah Carey x Sephora: When Holiday Magic Misses the Mark
Mariah Carey’s annual “It’s Time” video has become a beloved holiday tradition, signalling the start of the festive season. But in 2025, her clip doubled as an ad for Sephora, and not everyone loved it.
This year’s video featured Carey’s signature holiday flair, comedian Billy Eichner as a misbehaving elf, and Sephora products at the centre of the storyline.
While some viewers found it “iconic” and fun, others saw it as tone-deaf: mocking working-class shoppers, emphasising consumption during an economically tough season, and diluting the emotional resonance of Carey’s hit, All I Want for Christmas Is You.
Sephora missed the mark because it got confident in its audience loyalty and forgot to use the basics.
- Audience misalignment – Even legendary traditions can backfire if the context feels insensitive.
- Emotional dissonance – Using a song about love and togetherness to sell products can create backlash.
- Loyalty at risk – Misreading audience sentiment may erode trust instead of building engagement.
Over the course of 5+ years, we saw Sephora consistently hitting the mark, being on spot with their audience, and rewarding in the right way. However, this year, Sephora seemed to forget how well media-trained its audience is.
With Gen Z, Gen Alpha, and Millennials driving the majority of sales, it’s essential to share a message that resonates with your community, focusing on giving as much as receiving, and creating rewards and gifts together with them.
The lesson for brands is that emotional resonance can’t be bought; it must be felt.
Why Mariah Carey's ‘It's Time' ad for Sephora is sparking backlash
TIP OF THE MONTH
Loyalty Tip of the Month: The Best Gift? Respect Their Time
The holidays are busy, and keeping a streak alive can quickly feel impossible. The best gift you can give your customers isn’t just points or perks, it’s considering their time.
Introducing streak protection keeps the momentum going while acknowledging life happens. It’s a gentle reminder:
“We see your effort, and we understand if you miss a day.”
Streak protection works, especially in the holiday season. Why?
- Reduces drop-offs by keeping customers motivated
- Adds a human, empathetic touch to loyalty
- Encourages long-term engagement without punishing imperfection
Loyalty shouldn’t feel like a race. Consistency matters, but celebrating every step creates lasting relationships.
Pro tip: Use streak protection in emails, app notifications, and holiday campaigns to show customers you value their time as much as their engagement.
https://www.linkedin.com/feed/update/urn:li:activity:7392154109287669760
- New Year, Emphasised Message: Know Your Customer Base in 2026
PwC’s 2025 Customer Experience Survey shows a striking gap: while nearly 90% of executives believe customer loyalty is growing, only 40% of consumers agree.
In fact, 29% of customers say they stopped buying from a brand due to poor experiences, and 46% of loyalty programs may be irrelevant within three years.
The real opportunity isn’t points or perks, it’s the moments that matter.
From discovery to purchase to post-sale follow-up, every interaction is a chance to earn trust and deepen engagement. Brands that map the experience supply chain, focus on human-centred interactions, and use AI thoughtfully can turn fleeting attention into lasting loyalty.
2026 is the year when ‘connection’ gets a meaning. Emotional loyalty, nostalgic reaches, personalised approaches, community-driven rewards, and co-creating will play a higher role in loyalty programs.
LOYALTY CALENDAR
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