In today’s competitive market, customer loyalty is more important than ever. With rising acquisition costs and evolving consumer behaviors, businesses need to focus on building lasting relationships with their customers.
From the power of loyalty programs to the growing influence of ethical and personalized marketing, this article compiles essential customer loyalty statistics that will help your brand navigate 2025 and beyond.
Customer Loyalty Trends
These statistics focus on broad trends in customer loyalty, highlighting shifts in consumer behavior and loyalty to different types of brands.
1. In the last five years, customer acquisition costs have increased nearly 60%, and today’s merchants, on average, now lose $29 for every new customer acquired. [Business Wire]
As acquiring new customers becomes more expensive, businesses face greater pressure to optimize acquisition strategies, as these rising costs eat into profits.
2. 69% of consumers are still loyal to certain brands in 2024 [SAP Emarsys]
69% of respondents report loyalty to specific retailers, brands, and stores in 2024, a drop from 77% in 2022. This decline reflects the growing ease of switching brands, thanks to AI-powered platforms that enable customers to easily compare options and make informed decisions.
3. Millennials show the highest loyalty at 73% [SAP Emarsys]
73% of Millennials are loyal to their preferred brands, the highest of any generation. Comparatively, Gen Z loyalty sits at 66%, while Gen X and Baby Boomers each show 68% loyalty. This signals the importance of engaging Millennials with personalized experiences to sustain their loyalty as they age.
4. True loyalty has increased by 26% since 2021 [SAP Emarsys]
True loyalty, driven by emotional connections rather than incentives, has grown by 26% between 2021 and 2024, reaching 34% in 2024. This rise suggests that brands offering personalized experiences and aligning with customer values are seeing deeper connections with their audiences.
5. Ethical loyalty climbed to 30% in 2024 [SAP Emarsys]
30% of consumers in 2024 are driven by ethical loyalty, meaning they stay committed to brands that align with their ethical values. This represents a 25% growth since 2021, reflecting the rising importance of sustainability and social responsibility in building customer relationships.
6. 54% of customers are loyal to clothing & fashion brands [SAP Emarsys]
The clothing and fashion industry leads customer loyalty, with 54% of respondents expressing loyalty to brands in this sector. This is up from 47% in 2023, showcasing the role of personalization and consistent brand identity in fashion loyalty.
7. Beauty & skincare loyalty surged by 10% in 2024 [SAP Emarsys]
42% of consumers are loyal to beauty and skincare brands, a 10% increase from 2023. This rise is driven by an increased focus on personalized routines and transparent product information, which have become central to retaining customers in this sector.
8. 53% of consumers exhibit silent loyalty in 2024 [SAP Emarsys]
53% of respondents are classified as silent loyalists, meaning they remain loyal to brands without actively engaging with them. While they don’t vocalize their loyalty, these customers are consistent buyers, and brands should create strategies to engage them further.
Factors Influencing Customer Loyalty
This section includes statistics related to the specific drivers and behaviors influencing customer loyalty.
9. 18% of consumers use subscriptions to show loyalty [SAP Emarsys]
18% of respondents subscribe to a brand’s products or services to show loyalty, reflecting the increasing popularity of subscription models. Brands in beauty, fashion, and tech can leverage this model to create consistent customer touchpoints and foster long-term relationships.
10. 60% of consumers switch brands due to cost [SAP Emarsys]
60% of consumers switched from a brand they were loyal to because of cost considerations in 2024, slightly up from 58% in 2023. As price sensitivity remains high, brands must balance competitive pricing with product quality to retain loyalty.
11. 57% of customers cite high-quality products as a driver of loyalty [SAP Emarsys]
57% of consumers cite high-quality products as the top driver of their brand loyalty. Brands focusing on maintaining and improving product quality are better positioned to sustain long-term customer relationships.
12. Mobile app users are 40% more driven by discounts and incentives compared to non-app users [SAP Emarsys]
This statistic highlights the crucial role that discounts and promotional offers play in influencing mobile shopping behavior and loyalty to brands. Consumers who download and keep their preferred brands’ apps aren’t just casual window shoppers – they’re highly engaged and motivated by the benefits these apps offer.
13. 34% of shoppers have switched from a brand they were loyal to because of their sustainability practices [SAP Emarsys]
While cost and quality are still powerful drivers of loyalty, environmental factors like sustainability practices hold more sway than before, now influencing almost a third of respondents.
14. 45% of customers switch brands due to poor customer service [SAP Emarsys]
45% of respondents in 2024 switched brands due to poor customer service, up from 42% in 2023. Providing consistent, high-quality customer support is crucial for brands looking to retain their most loyal customers.
15. 30% of consumers are put off by irresponsible data usage [SAP Emarsys]
30% of consumers reported that irresponsible data usage negatively impacts their brand loyalty. With privacy becoming more of a concern, brands must ensure they handle customer data responsibly to avoid losing trust and loyalty.
The Role of Loyalty Programs
Statistics here relate to the impact of loyalty programs on consumer behavior and spending patterns.
16. Loyalty program usage increased by 28% in 2024 [SAP Emarsys]
There was a 28% increase in loyalty program usage in 2024 – a 40% increase from 2023. Consumers are drawn to personalized rewards and incentives, highlighting the importance of creating loyalty programs that offer meaningful, relevant benefits.
17. 57% of CPG shoppers are driven by incentives [SAP Emarsys]
Guarding their wallets closely, 57% of CPG shoppers are loyal to brands that offer incentives such as discounts, personalized offers, or loyalty rewards. Brands should focus on integrating incentives into their cross-channel strategy to drive loyalty and retention.
18. 42% of consumers install brand apps to show loyalty [SAP Emarsys]
42% of respondents demonstrate loyalty by installing their favorite brands’ apps. Mobile apps provide a direct channel for engagement, making it easier for customers to stay connected through personalized experiences, updates, and promotions.
19. 60% of app users exhibit incentivized loyalty [SAP Emarsys]
60% of app users display incentivized loyalty, meaning they remain loyal to a brand because of the discounts, perks, or rewards offered through the app. Brands with strong mobile platforms that offer exclusive incentives are more likely to see higher loyalty.
20. Loyalty programs drive 83% of consumers to make repeat purchases. [Yotpo]
Loyalty programs encourage customers to return to a brand, proving their importance for customer retention. While they can be make-or-break, a well-structured loyalty program can effectively incentivize repeat purchases, making it a powerful diver of retention.
21. 90% of loyalty program owners see positive returns, averaging 4.8 times their investment. [Antavo]
When executed correctly, loyalty programs deliver a strong return on investment, with the majority of program owners experiencing substantial gains. This statistic shows that loyalty programs can be highly profitable, providing an average return of 4.8x the initial investment, making them a worthwhile business strategy.
22. 73% of consumers will adjust their spending in order to get more benefits from a loyalty program. [Bondbl]
Many consumers strategically modify their spending habits to take full advantage of loyalty programs, benefiting both brand and customer. This goes to show the importance of offering valuable rewards, as they influence purchasing decisions and encourage higher order values.
23. 90% of loyalty programs are planned to be refreshed in the next 3 years. [Antavo]
As consumer expectations evolve, brands recognize the need to update and enhance their loyalty programs. Most companies plan to make significant changes to stay competitive and meet customer demands, emphasizing the dynamic nature of loyalty strategies.
Spending Behavior and Customer Retention
These statistics highlight the spending behaviors of loyal customers and the importance of retaining existing customers.
24. 28% of consumers cite consistent branding as an important factor in their loyalty [SAP Emarsys]
For 28% of customers, consistent branding across all channels is an important factor in their loyalty. Ensuring that your brand’s message, tone, and visuals are cohesive across digital and physical spaces can help foster a stronger connection with your audience.
25. Current customers spend 67% more on average than those who are new to a business. [Business.com]
Long-term customers bring significantly higher revenue, making it crucial for businesses to focus on retaining their existing base rather than constantly pursuing new customers.
26. Increasing customer retention rates by 5% increases profits by 25% to 95%. [Bain & Company]
Small improvements in customer retention rates can yield substantial profit growth, underscoring the financial impact of loyalty and retention efforts.
27. Loyal customers are 64% more likely to purchase more frequently and 31% are more willing to pay a higher price. [McKinsey]
Loyalty drives both frequency and willingness to pay more, making loyal customers highly valuable for long-term, sustainable revenue growth.
Customer-Centric and Omnichannel Strategies
These statistics focus on the benefits of omnichannel and customer-focused approaches for driving loyalty and increasing margins.
28. 34% of consumers show true loyalty to ethical brands [SAP Emarsys]
34% of consumers display True Loyalty to brands that emphasize ethical practices. As corporate responsibility becomes increasingly important, brands that align with their customers’ values see deeper, more meaningful loyalty.
29. 47% of consumers demonstrate their loyalty by recommending brands to friends and family [SAP Emarsys]
47% of respondents express their loyalty by recommending brands to friends and family. Word-of-mouth remains a critical driver of customer acquisition, and positive experiences inspire loyalty that extends beyond individual customers.
30. 54% of customer-obsessed companies experience better customer loyalty and improved retention from omnichannel efforts across the customer lifecycle. [SAP Emarsys]
By delivering consistent, personalized experiences across multiple channels, these companies effectively enhance customer loyalty and retention rates.
31. 62% of these customer-obsessed companies experienced higher margins. [SAP Emarsys]
Focusing on customer satisfaction not only boosts loyalty but also improves profitability, as satisfied customers are more likely to engage in repeat business.
32. 88% of customers who trust a store will return as a repeat buyer. (Deloitte)
Trust plays a critical role in fostering customer loyalty. When customers trust a brand, they are more likely to return, leading to repeat purchases. Trust is built through transparency, consistent quality, and excellent service, making it a cornerstone for long-term relationships and business growth.
Actionable Takeaways for 2025:
- Leverage AI for personalization: Use AI to create personalized content, loyalty programs, and offers tailored to individual preferences.
- Focus on consistency: Ensure consistent branding and quality across channels to maintain loyalty across touchpoints.
- Prioritize ethical practices: Demonstrate corporate responsibility to align with growing consumer demand for sustainability and social responsibility.
- Invest in mobile experiences: Develop seamless, user-friendly apps that offer personalized incentives to boost loyalty.
