UK State of Loyalty Spend 2024

A Lens on Loyalty:  Cardlytics UK State of Spend Report 2024

LONDON, UNITED KINGDOM - 30 JULY 2024: Despite the cost-of-living crisis easing, it continues to play a significant role in shifting consumer behaviour, forcing brands to reconsider how they can inspire loyalty in an environment where consumers are looking to reduce their outgoings, according to a new report from advertising platform Cardlytics. 

The State of Loyalty Spend report, based on the spending habits of over 22 million UK bank accounts, along with a poll of 2,000 UK adults conducted by Opinium assessing customer loyalty, found that - despite consumers being increasingly cost-conscious - there is still room for brand loyalty to influence spending behaviour. 

Seven in 10 (69%) UK adults view trust in a brand as important to them when making a purchase, whilst three fifths (59%) say that they have been loyal to brands for “as long as they can remember” - a clear indication that brand loyalty is well and truly alive. However, particularly off the back of the cost-of-living crisis, affordability is vital in shaping and influencing purchasing habits. UK adults rank price as the most important factor in the decision-making process, followed by trust in a brand and convenience. 

This report examines three specific categories - retail, hospitality and travel - which together demonstrate a clear trend of customers having to balance commitment to the brands they know and love, with limiting financial outgoings. With consumer behaviour in flux, the report includes analysis on some of the factors creating this environment, along with recommendations for business leaders on how they can inspire brand loyalty, whilst also attracting to new customers.

UK restaurant-goers have a greater appetite for what they know

The dining sector is, generally, one of the first areas of discretionary spend that consumers cut when times are tough. With overall spending in restaurants down 8% in 2024 (following a 14% rise in 2023) but spending per trip up by almost a fifth (16%), it’s clear to see the challenges that brands and consumers face in the current environment. Price remains the key driver for customers when it comes to eating out, but other factors, including loyalty, quality, and trust remain relevant. 

Over half (54%) of adults choose to return to restaurants they have visited before over trying new alternatives, showing that consumers remain risk averse as economic pressures on households continue to build. Despite this, a similar number (54%) of consumers are more likely to visit a new restaurant if they offer a discount voucher or cash back rewards system; while 45% of UK households are more likely to visit a restaurant if it offers rewards for returning customers. This is evidence of the potential for data-driven tactics to enable restaurants to drive greater footfall and sustain their existing customer base.

Affordability trumps loyalty when it comes to the weekly food shop

Two-thirds (64%) of respondents named affordability as the most important factor when deciding where to shop, a clear indication of impact of record levels of inflation on consumers’ disposable income.

Despite consumers being increasingly cost-conscious, three in five (61%) said they are more likely to visit a store or supermarket if it offers a loyalty or rewards system – rising to 70% for the 18-34 demographic. In an environment where brand loyalty has come under question, this research shows how solutions such as targeted offers and rewards can inspire commitment to brands.

Indeed, loyalty remains an important factor for many consumers, with over half (54%) choosing to travel to shop at their preferred supermarket, even if other options are closer. This should serve as further encouragement for supermarkets that reward their customers for staying faithful, particularly in times where confidence in spending is low. 

Holidaymakers balance brand familiarity and cost

When it comes to travel, affordability is key, but building brand loyalty is a clear opportunity - with 69% agreeing that trust in a brand is important when making a purchase. Brands that can unlock insights from their data, and provide tailored offers, will thrive - building greater trust in a time where competition is rife.

Over the last two years, budget airlines have seen a boom, with the total number of trips increasing from 1,750,000 in 2022 to 2,400,000 in the first six months of 2024 (already a 37% rise), whilst non-budget airlines have only increased from 509,000 to 590,000 (a 15% uplift) across the same period. 

Equally, the volume of domestic travel has doubled between 2021 and 2024. Whilst this could be down to more people recognising the beauty of the Cornish coast or Yorkshire Dales, affordability is likely to be a key factor driving this uplift. The average transaction value of a domestic holiday (£110) is £20 cheaper than a budget airline flight (without the additional expense of accommodation), less than a third of the price of a non-budget airline, and almost a fifth of the price of a package holiday abroad.

“Whilst affordability will always be key for consumers, particularly in tough economic times for consumers and households, building brand loyalty is key. Whether it’s restaurant-goers sticking with what they know, particularly when they’re rewarded for it, or customers travelling further than they need to take advantage of their favourite supermarket’s loyalty card system, consumers are making savvy decisions based on what suits them – and often, which brands treats them best," Lucy Whittemore, SVP of UK Advertising, Cardlytics states.

‍"For businesses in hospitality, retail, and travel, where competition is high and interaction with customers is frequent, data will be key. By gleaning insights from customers’ spending data, brands can create, tailored, relevant offers for consumers – both new and existing. This can help them build a deeper connection with the customer, fostering loyalty and trust to drive footfall and incremental growth in spend.” 

The full State of Spend Report is available for download here.

‍Methodology

Cardlytics analysed spending trends based on its purchase intelligence data, which covers over 22 million UK bank accounts. The periods include January and February spending from the last four years (2024, 2023, 2022, 2021).  

Cardlytics also conducted research with Opinium looking at customer loyalty. The omnibus surveyed 2,000 UK adults, nationally representative, between 18^th and 21^st June 2024.