M&S unveils new Sparks loyalty programme with money rewards

After months of behind-the-scenes testing, the High Street giant has relaunched Sparks with a simple promise: real money, personalised deals and no gimmicks.

At the heart of the overhaul is a brand-new digital “Sparks wallet” that hands customers pounds instead of points.

That could mean:

• Money off the weekly food shop
• Savings stacked up for Christmas
• Or a guilt-free fashion splurge

It’s a direct response to what customers have been demanding: simplicity, transparency and value they can actually use.

Shoppers could receive:

• £10 back when spending £50 on clothing, homeware or beauty
• £6 for a £30 nightwear shop
• £5 when spending £35 in the Foodhall
• £1 back on £10 of fresh fruit

There are also bonuses for changing habits:

• Buying matching items like lingerie sets unlocks extra rewards
• Trying new categories – such as bedding – triggers additional cash incentives

For the first time, the retailer will deploy advanced machine learning – with generative AI tools on the horizon – to track shopping habits and serve up hyper-personalised offers.

Open the Sparks hub and you’ll see deals based on:

• What you’ve bought before
• Your preferences (including diet choices)
• And even what you haven’t tried yet

In a major twist, M&S is also teaming up with Virgin to supercharge rewards beyond the shop floor.

Through a tie-in with Virgin’s rewards, customers can now earn serious cashback-style bonuses on big-ticket spending.

That includes:

• Up to £130 in rewards for booking a Virgin Atlantic holiday
• £80 for switching to Virgin Media
• Ongoing rewards from cruises, experiences and more

It’s a clear signal M&S wants Sparks to become more than a store card – and closer to a lifestyle rewards hub.

Perks that are remaining

Crucially, M&S hasn’t scrapped the benefits customers already rely on.

Fan favourites remain firmly in place:

• Free birthday treats
• The popular coffee stamp system – buy six, get one free
• Exclusive travel money rates and insurance discounts

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Extra rewards for M&S credit card holders

For those with an M&S credit card, the retailer is dangling even more rewards.

By linking their card to Sparks, shoppers can:

• Unlock exclusive offers
• Receive annual shopping discounts
• Choose premium birthday perks

CEO Stuart Machin says: “Customers told us they want Sparks to be simple, rewarding and personalised, and we listened.

“New Sparks is built around a much more personalised experience, no tricksy pricing and real money rewards to thank our customers for shopping with us.

“A stronger Sparks is another step forward on our journey as we invest for future growth.

“Powered by new and transformed data and AI capabilities, a new Sparks helps us get even closer to customers and deliver an even better M&S experience.”