UK consumers are increasingly turning to loyalty schemes as the cost of living continues to squeeze household budgets, but billions of pounds in potential savings are still being left unclaimed each year, according to new research from loyalty technology platform Antavo.

Research of 3,000 marketers and 10,000 global consumers, including 1,800 from the UK and Ireland, in its Global Customer Loyalty Report 2026 estimates that British shoppers miss out on around £3 billion in savings annually.

The data shows more than a quarter of loyalty points (26%) go unspent, with 12% of points expiring before they are used. This is despite strong engagement with promotions, with 42% of consumers taking advantage of offers every time they shop and 82% using them at least a few times a month.

The findings come as financial pressure remains front of mind for UK households, with 54% of respondents in a recent YouGov survey citing the cost of living as their biggest concern.

Against this backdrop, loyalty programmes are becoming a core part of the customer relationship rather than a discretionary perk. with 43% of consumers more likely to join a scheme than they were a year ago. Almost a third (31%) said they would be more likely to continue shopping with a brand that offers a loyalty programme.

However, consumers are increasingly frustrated by the friction built into many schemes. Nearly half of respondents (49%) said it takes too long to earn rewards, while 41% cited expiring points and 39% said rewards were unattractive, all contributing to points going unused.

Attila Kecsmar, CEO and Co founder at Antavo, said: “Friction is the enemy of loyalty. Shoppers want to engage with brands and their loyalty programmes on their own terms, and brands must rise to that challenge. Consumers want convenience – something that’s always at hand.”

The chance to save money remains with the biggest driver of loyalty engagement, with 71% of consumers citing savings as their primary motivations. However, other incentives, including freebies (46%) and personalised rewards (42%), are quickly becoming must-haves for shoppers.  

Kecsmar added: “When rewards feel out of reach, engagement fades, and points go unused – meaning consumers miss out on saving valuable cash. The brands that give their customers a loyalty experience that feels immediate, rewarding, and tailored to their wants and needs are seeing impressive returns. For those that are not, unspent points will continue to pile up while customers become less satisfied and, eventually, leave in search of a better experience elsewhere.”