# 45 Customer Loyalty Statistics You Need to Know in 2026

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## Table of contents

- How we collected this data
- 45 Customer loyalty statistics you should know
- Conclusion

Over the years, the SaaS industry has become the battleground for businesses to keep customers loyal. With customers having endless alternatives and low switching costs, even minor friction can cause them to leave.

Recent data confirms what many teams have long suspected: customers stay loyal to products that deliver consistent value, seamless experiences, and quick support when things go wrong.

In this guide, we’ve gathered the most important SaaS loyalty statistics from 2023 and 2024 to help you understand what drives lasting customer commitment and how to strengthen it. Whether you're troubleshooting retention issues or refining your growth strategy, these numbers offer a solid foundation for smarter decisions.

## How we collected this data

The insights below come from reliable industry sources like KPMG, Salesforce, PwC, EY, Microsoft, Bain & Company, and more. We’ve selected the most recent and impactful statistics to give you a comprehensive view of how customer loyalty drives business growth in 2025.

## 45 Customer loyalty statistics you should know

1. Repeat buyers spend 67% more than first-time customers. [BIA Advisory Services]  

2. Customers emotionally connected to a brand have 306% higher lifetime value. [Motista]  

3. About 75% of U.S. shoppers are more likely to stay loyal when brands offer personalized experiences. [Acquia]  

4. 71% of companies allocate at least 2% of their revenue toward loyalty efforts. [Business Wire]  

5. 84% of companies that invest in better customer experiences report revenue growth. [Dimension Data]  

6. 52% of consumers go out of their way to buy from brands they love. [Zendesk]  

7. 60% of loyal customers are willing to recommend their favorite brands to others. [Yotpo]  

8. The average U.S. consumer is enrolled in 16.7 loyalty programs. [Bond Brand Loyalty]  

9. 75% of customers say they’re more likely to buy from a brand that offers a loyalty program. [KPMG]  

10. The top 10% of loyal customers spend twice as much per order compared to the rest. [Smile.io]  

11. More than 39% of consumers are willing to pay more for brands they love, even when cheaper options exist. [Yotpo]  

12. 46% of consumers stay loyal to a brand because of high product or service quality. [PwC]  

13. 88% of customers say it takes at least three purchases before true brand loyalty forms. [Yotpo]  

14. The loyalty management market is projected to reach $28.65 billion globally by 2030. [Fortune Business Insights]  

15. About 70% of Americans in free or paid loyalty programs spend more time engaging with the brand. [Statista]  

16. Over 90% of U.S. business leaders believe loyalty programs need better rewards. [Statista]  

17. 75% of consumers feel loyal to a specific company or brand. [Zendesk]  

18. 81% of free loyalty program members buy from the brand more frequently, and 76% spend more. [source missing]  

19. 62% of Millennials and 50% of Gen Z consumers are part of at least one loyalty program. [PwC]  

20. Over 50% of businesses are considering launching paid loyalty programs. [Business Wire]  

21. Personalized marketing, including video content, improves customer loyalty by 47% and satisfaction by 36%. [Qualifo]  

22. 58% rank customer service among the top reasons customers stay loyal. [Microsoft]  

23. More than half of U.S. shoppers plan to increase their participation in loyalty programs. [Statista]  

24. After a first purchase, there’s a 27% chance a customer will buy again. This jumps to 49% after a second purchase and 62% after a third. [Smile.io]  

25. 86% of people say they would recommend a company to friends or family. [KPMG]  

26. 81% of Gen Z loyalty members browse and 82% purchase from their favorite brand’s site. [PwC]  

27. 79% said loyalty programs influence their decision to continue buying from a brand. [EY]  

28. Close to 60% of Americans say that once they’re loyal to a brand, they remain that way for life. [Acquia]  

29. 76% of consumers don’t currently pay for loyalty programs, but 64% are open to it if benefits include discounts or faster shipping. [Business Wire]  

30. Over 60% of executives have increased their loyalty program budgets in their latest planning cycle. [PwC]  

31. 67% of men show brand loyalty compared to 59% of women. [PwC]  

32. Investments in loyalty management reached $6.47 billion and are forecasted to hit $28.65 billion by 2030. [Fortune Business Insights]  

33. 93% of loyalty program members earned or redeemed a reward over the past six months. [source missing]  

34. Product quality drives loyalty for 74% of consumers. [KPMG]  

35. Customers who feel they receive extra value during service interactions are 82% more likely to remain loyal. [Gartner]  

36. 73% of customers believe loyalty programs should be used by brands to show appreciation. These members generate 12–18% more yearly revenue than non-members. [Kitewheel]  

37. 80% increased their purchase frequency after joining a brand’s loyalty program. [EY]  

38. 72% of global consumers say they are loyal to at least one brand. [Zendesk]  

39. 66% of consumers say value for money drives their loyalty. [KPMG]  

40. 54% of customers are loyal to clothing & fashion brands. [SAP Emarsys]  

41. 59% of American consumers report that once they develop loyalty to a brand, they remain loyal to it for life. [Acquia]  

42. More than half of global consumers consider customer service to be a "very important" factor in choosing and staying loyal to a brand. [Microsoft]  

43. 69% of brand executives have increased their investments in loyalty initiatives over the last two years. [Business Wire]  

44. Only 40% of brand executives believe that their customer loyalty strategies are effective. [Harvard Business Review]  

45. Consumers are twice as likely to spend on a brand with a paid loyalty program compared to one with a free loyalty program. [McKinsey]  

## Conclusion

Customer loyalty is about more than just repeat purchases. It is the key to long-term business growth. From enhancing service experiences to investing in loyalty programs and personalization, these statistics show that businesses that focus on loyalty grow faster, achieve more, and last longer.

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**Author: Lakshya Kapur**

Lakshya is a digital marketing enthusiast with a sharp focus on SEO and social media strategies. Driven by results, he crafts impactful campaigns that fuel measurable growth. With a knack for content writing, he ensures every word aligns with strategy and purpose.

