Given the economic climate, value will remain top-of-mind for most consumers through this year. And retailers can tailor loyalty programs and other promotions to answer some economic challenges caused by tariffs and rising prices.

• Dollar General reported “disproportionate growth” from higher-income shoppers in Q3 2025.
• Foot traffic in discount stores grew last year, while many other retailers saw decline during parts of the year. Department stores saw a 6.7% YoY decline in June 2025, per Placer.ai data.

“We expect to see elevated prices as the most impactful lingering effect of tariffs in 2026 driving consumers toward value-seeking and highly intentional spending across categories,” said Kaila Vallee, executive vice president at Rainstorm Direct.

Making the case for value

In addition to price, value can mean a number of other benefits to customers.

• 40% of US consumers said a brand’s value stems from factors other than price, according to Deloitte's "Consumer Loyalty Program Survey," from September and October 2025.
• Other factors include customer service, quality, ease of checkout, and loyalty programs, per Deloitte.

As retailers plan to deliver more value to consumers, they should incorporate customer service, assuring the quality of products they sell, and orchestrating value-driven loyalty programs into those strategies.

Looking for value in loyalty programs

Customers say loyalty programs influence their purchases.

• 72% of US consumers say loyalty programs make them more likely to spend with their preferred brand, according to Deloitte.
• 56% say they actually increase their spending because of a preferred brand’s loyalty program.

However, just because a customer is enrolled doesn’t necessarily mean it’s a successful program that drives value.

• Across all industries, the average consumer enrolls in eight loyalty programs, but only participates in five, according to Deloitte.

Retailers need to look beyond enrollment numbers to see if their loyalty programs are delivering value to customers.

Mission-driven experiences

Data shows retailers can up the value of loyalty programs by using them as portals to better experiences and connecting them to meaningful goals.

Younger consumers, especially, are looking for these key values when engaging with loyalty programs.

• 41% of Gen Z consumers look to loyalty programs for opportunities to participate in community member events, the same percentage as millennials, according to Deloitte.
• 55% of Gen Z consumers (and 52% of millennials) want loyalty programs to contribute to missions and causes.

Personalizing the digital

Consumers want loyalty programs to connect seamlessly in the retailer’s digital experience across all touchpoints.

• 75% of Gen Z consumers, and 77% of millennial shoppers, look for efficient and enjoyable digital experiences in loyalty programs, per Deloitte.
• Two thirds of Gen X, and nearly half (45%) of baby boomers, also desire efficient and enjoyable digital experiences in these programs.

Additionally, customers are willing to share preferences to support personalized digital experiences.

• 89% of Gen Z consumers, and 87% of millennials, are willing to share personal information in order to receive personalized offers and experiences, according to Deloitte. And nearly two thirds would share info for “hyper-personalized perks.”
• 51% of Gen Z, and 53% of millennials, said they would spend more as a result of this personalized experience.

When retailer loyalty programs personalize and connect customers to enjoyable experiences and meaningful missions, they add value in this challenging climate.

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