Consumers are turning to loyalty programs for discounts to help offset persistently higher prices.

But interest in free products is declining. They want control.

It’s not about more, it’s about getting what they want for less.

via eMarketer

A chart from eMarketer showing the reasons US consumers participate in loyalty / reward programs. The #1 reason is to receive discounts at 48% in 2023, up from 43% in 2022. #2 is to earn free products at 22%, down from 24%.