Waitrose is trialling ‘Little Treats’, a new loyalty scheme feature, which is designed to reward My Waitrose members with small perks – from free products to money off vouchers – each month.

From today (01 Sep 2025), the new feature will be piloted in 18 stores, with shoppers able to unlock up to three ‘Little Treats’ each month, based on online and in-store spend.

A new tracker in a customer’s online Waitrose account or app, automatically serves pop up ‘Little Treat’ vouchers when they reach spending thresholds of £50, £100 and £250 each month, before resetting to zero at the beginning of each month.

“Little Treats is a way to regularly remind our growing number of loyal customers just how much we value them,” said Nathan Ansell, Chief Customer Officer for Waitrose. “It could be something delicious, something useful or something that makes them smile, [reminding] them that being a My Waitrose member means they’re part of a special club of food lovers.”

Last year, the number of active members in the My Waitrose free loyalty scheme grew by +7% to 4.6million, with over 27million weekly offers redeemed by shoppers.