Loyalty is thriving in South Africa.

A remarkable 82% of South Africans are actively using loyalty programs—up from 76% last year. That means 4 in 5 consumers are engaging regularly with rewards platforms—an almost unheard-of level of long-term marketing engagement.

And the momentum is growing:
📈 35% say they’re using loyalty programs more than they did last year.

💳 The average South African is actively using 10.3 loyalty programs—not just signed up, but truly participating.

👫 Gender usage is now balanced, unlike in markets like the UK or Europe where male participation still lags.

🛒 This shift began during COVID-19 lockdowns, when more men took on household shopping—and the habit stuck.

South Africa’s numbers show truly exceptional engagement.

Loyalty has become part of everyday life—and for brands, that means one thing: keep innovating to stay relevant.