Canadian loyalty programs shift to value-add mindset: Study

The North American geopolitical and economic climates are having an impact on loyalty programs for Canadian users. 

adviso, in partnership with Ad hoc Research, released the eighth edition of LoyalT, a study of Canadian retail loyalty program performances. 

The study found that Canadians are members of 22 programs, an increase from 2023, however use nine of them regularly. 

Using a sample of 15,000 Canadian respondents, LoyalT 2025 shares insights into the performance of 87 programs across 11 activity sectors: grocery, restaurants, fashion, pharmacy and beauty, gas and convenience stores, pet products, beverages, entertainment, sports and outdoor, hardware, as well as discount and big box stores.

The study notes the impact of the new North American trade context, with 82% of Canadians saying they felt motivated to change their consumer behaviours and favour Canadian retailers. Thirty-two percent say they've been using U.S.-based loyalty programs less often, while 42% report increased use of Canadian programs.

READ: Canadians switch grocery stores for better rewards and deals, survey finds

LoyalT 2025 saw more qualifying loyalty programs this year. Programs are performing more efficiently and there has been an improvement in the overall performance score of programs, specifically in the engagement index.