The place where Britons are most likely to use loyalty cards... and how much they earn each year

Updated: 02:00 EST, 12 November 2026 From Nectar to Clubcard and Boots Advantage Card to Avios, many of us use loyalty cards to earn points on our shopping. The number of people signed up to them has increased in recent years, starting in the cost-of-living crisis when the price of everyday goods started to climb. Shoppers have also been persuaded to join by 'member prices' - discounts that are only available to those who have signed up to their points scheme. But where in Britain are the biggest fans of loyalty cards? New research has revealed which parts of the country are keenest to collect points - and how much they earn each year. According to American Express, those in the south west of England are the most likely to belong to a loyalty scheme, with 96 per cent already earning rewards.They said they earned rewards on more than a third (35 per cent) of all their shopping. London and the east of England also make their spending count, with 94 per cent earning rewards on their everyday shop.People in the West Midlands are least likely to earn points through a loyalty scheme at just 77 per cent.Shoppers in Northern Ireland have lower take-up, with 84 per cent belonging to at least one loyalty scheme. However, they made the biggest savings, netting a total of £158.40 in points, perks or vouchers in the past 12 months. This was despite only being signed up to eight rewards schemes on average, far lower than shoppers in other areas. People in London were signed up to twice as many loyalty schemes - an average of 17 each and the most of any region of Britain.They saved an average of £152.80 per year by using them.Yorkshire and Humberside was in third place with an annual saving of £145.90. People there typically had 12 loyalty cards. American Express found that loyalty scheme members saved an estimated total of £4.43billion by redeeming rewards over the past year. WHICH PART OF THE UK SAVES THE MOST USING LOYALTY CARDS? Region Amount saved per year with a loyalty card Northern Ireland£158.40 London£152.80 Yorkshire and Humberside £145.90 East of England £141.20 West Midlands £138.30 South East£132.60 South West £132.20 East Midlands £118.70 Wales £118.20 Scotland £117.50 North West£114.80 North East £105.30 UK average £132.30 Three in five (59 per cent) of rewards programme members got additional perks and benefits through their programmes such as travel upgrades, access to exclusive events, airport lounges or members-only areas.This is Money has previously reported on what different loyalty schemes have on offer and what shoppers around the UK think of them. Caroline Bouvet, vice president of products and partnerships at American Express, said: ‘Rewards have become much more than an occasional perk – they are now a way for consumers to get more value from their everyday spending.‘While consumers’ approach to rewards varies by region, it is clear they are using rewards to get more value from the money they're already spending, whether that's helping to reduce the cost of the weekly shop or saving towards a holiday.'SAVE MONEY, MAKE MONEYUp to £300 cashbackUp to £300 cashback£25-£300 cashback on at least £3004.75% cash Isa4.75% cash IsaTrading 212: 0.90% fixed 12-month bonus£5,000 cashback£5,000 cashback£100-£5,000 cashback when opening SippUp to £150 cashbackUp to £150 cashbackOpen a savings account with at least £5,000Welcome bonusWelcome bonusGet up to £200 when you invest £100Affiliate links: If you take out a product This is Money may earn a commission. These deals are chosen by our editorial team, as we think they are worth highlighting. This does not affect our editorial independence. Terms and conditions apply on all offers.