"As 2026 draws closer, customer acquisition isn't getting easier, and discretionary demand remains patchy. In early 2025, McKinsey & Company reported that U.S. consumers were optimistic in late 2024, yet their spending intentions fell across several discretionary categories. This is a reminder that value is being scrutinized purchase by purchase. That's the backdrop for a wider shift in retail: loyalty has moved from "points and percentage-off" to a broader promise of recognition, access, and community."
"The old model revolved around money-off codes. While those still matter, they're no longer the whole story. As Casey explains, "Our research shows that almost 90% of consumers want a financial reward... [but] 85% say the same about free shipping now and free product rewards, and around 70% want early access to sales and early access to new products." He points to brands introducing invitations, events, and early-access drops that make membership feel like membership."
As 2026 approaches, customer acquisition is harder and discretionary demand is uneven, prompting consumers to scrutinize value purchase by purchase. Loyalty has shifted from simple points and discounts to promises of recognition, access, and community that connect moments rather than transactions. Leading programs combine financial rewards with experiential benefits, enrich first-party data ethically, and integrate across checkout, point of sale, and mobile touch points. Consumers still expect monetary incentives alongside free shipping, product rewards, and early access to sales and products. Brands are introducing invitations, events, and early-access drops to make membership feel like belonging and to build deeper emotional relationships with shoppers.
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