Loyalty and Reward Programs Remain Top Influencer in Credit Card Choice

Strategic Insights -

A recent survey conducted by CORA Loyalty, in partnership with The Harris Poll, reveals that loyalty and reward programs continue to be the primary factor driving consumers' credit card choices. The survey, which polled over 2,000 U.S. adults, found that 50% of respondents named loyalty and rewards programs as the top influencer in their credit card selection, surpassing convenience, credit limit, fees, interest rate, and security/fraud protection.

The study also highlights the importance of personalization in loyalty and rewards programs, with 44% of Americans stating that rewards tailored to their shopping habits would make them feel most valued by a loyalty or rewards program provider. Furthermore, nearly half of Americans (49%) base their decision on opening a new credit card on the ability to earn rewards.

Key Takeaways:

  • Loyalty and rewards programs remain the top factor influencing credit card choice for Americans, with 50% of respondents naming it as the primary influencer (up from 55% in 2024).
  • Baby Boomers (ages 61-79) are the most likely to be influenced by loyalty/rewards programs, with 62% stating it as a key factor in their choice.
  • Millennials (ages 29-44), Gen X (ages 45-60), and Baby Boomers are more likely to be influenced by loyalty/rewards programs than Gen Z (ages 18-28), with 51% of Millennials and 52% of Gen X stating it as a key factor.
  • When opening a new credit card, 49% of Americans base their decision on the ability to earn rewards, ranking just behind fees (52%).
  • 44% of Americans say rewards tailored to reflect their shopping habits would make them feel most valued by a loyalty or rewards program provider.
  • The top feature among Millennials, Gen X, and Baby Boomers that would make them feel most valued is tailored rewards (48%, 49%, 40%), whereas it is surprise-and-delight rewards for Gen Z (43%).
  • 45% of Americans report that participating in a loyalty or rewards program makes them feel appreciated and valued by the brand.

Statistics:

  • 50% of Americans name loyalty and rewards programs as the primary factor influencing their credit card choice (up from 55% in 2024).
  • 62% of Baby Boomers (ages 61-79) are influenced by loyalty/rewards programs.
  • 49% of Americans base their decision on opening a new credit card on the ability to earn rewards.
  • 44% of Americans say rewards tailored to reflect their shopping habits would make them feel most valued by a loyalty or rewards program provider.
  • 45% of Americans report that participating in a loyalty or rewards program makes them feel appreciated and valued by the brand.

Sources:

  • CORA Group
  • The Harris Poll
  • Businesswire.com (https://www.businesswire.com/news/home/20251027017273/en/)