Loyalty a key driver in spending among Australian consumers

Uyen Duong

5th Dec 2025

Loyalty programs are emerging as a key driver of consumer spending in Australia during the current end-of-year sale period, according to new data from Revolut and YouGov.

A survey of 1000 Australians aged 18+ shows that rewards with clear redemption pathways are influencing purchase behaviour and strengthening retailer–customer relationships. Eighty-five per cent of consumers are active members of at least one loyalty program, and 77 per cent say they spend more when they earn rewards.

Participation and spending motivation are highest among Gen Z (88 per cent) and Millennials (90 per cent). A lack of rewards is also a key trigger for cart abandonment among these groups, at 22 per cent and 20 per cent respectively. Platform data from Revolut shows that 82 per cent of loyalty users fall within these age groups, underscoring the influence younger consumers have on how retailers shape their loyalty offerings. 

Revolut data also shows that active loyalty customers spend almost 25 per cent more than non-loyalty customers. 

Reward structures directly influence provider switching. According to the survey, 61 per cent of consumers would switch for higher rewards or faster point accumulation, 55 per cent for cashback options and 24 per cent for exclusive discounts. A lack of rewards leads 17 per cent to abandon purchases.

Beyond rewards, the payment experience remains a decisive factor in transaction completion. The findings show that 53 per cent of consumers are concerned about security risks, 44 per cent abandon carts due to added shipping costs and another 44 per cent due to slow checkout processes. This suggests that while loyalty programs can drive consumers to checkout, completion ultimately depends on secure payment systems, transparent pricing and lower friction.

“Australian shoppers are no longer loyal by habit; they’re loyal by value. Consumers now expect real rewards that feel tangible, instant, and personal,” said Sam Roberts, head of product at Revolut Australia. “When loyalty programs deliver meaningful benefits, it’s a win-win for retailers.”

Revolut notes that loyalty contributes to revenue when supported by a 360-degree experience that combines reward mechanisms, transparent pricing, streamlined checkout processes and security protections. Reliable payment options are central to this model.

“The data suggests that while loyalty programs bring customers to the checkout, it’s the checkout experience that ultimately wins or loses the sale,” said James Roberts-Thomson, head of business at Revolut Australia.

“Today’s browsers demand clear pricing, trusted payment options, and a fast, intuitive flow. A 360-degree approach that prioritises seamlessness and security positions businesses to succeed,” he added. 

Revolut launched its RevPoints loyalty platform in Australia one month ago and has recorded more than 50,000 participating customers.