Canadians are Rethinking Loyalty as Everyday Rewards Take Priority

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New findings from Scene+ and Bond Brand Loyalty suggest a growing shift toward rewards that are easier to use, not just easier to earn

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TORONTO, May 19, 2026 (GLOBE NEWSWIRE) — Canadians are sitting on an estimated $13 to $15 billionⁱ in unredeemed loyalty points, highlighting a growing gap between earning rewards and actually using them. New findings from Scene+^® and Bond Brand Loyalty, previewing Canadian insights from The 2026 Bond Loyalty Report ahead of its June release, suggest the issue is not a lack of opportunity to earn, but a disconnect between increasingly complex programs and demand for rewards that are simpler and better suited to everyday life. The report found surveyed Canadians belong to an average of 15 loyalty programs, yet many are not using their points regularly, with 28% redeeming once a year or less.

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The 2026 Bond Loyalty Report indicates that redemption is emerging as the clearest measure of whether a loyalty program delivers value in the eyes of its members.ⁱⁱ While earn opportunities continue to expand, friction at the point of redemption is becoming a key barrier to engagement.ⁱⁱⁱ At the same time, Canadians’ expectations are shifting: while many still save points for larger, aspirational purchases like travel, 60% of surveyed participants say they prefer small or medium-value rewards, more than double the share who report saving for larger redemptions.^iv

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In today’s environment, Canadians are increasingly focused on getting greater value from everyday spending, driving demand for rewards that can be used regularly without losing the flexibility to save for what matters most.

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“Canadians want rewards that are easy to use and relevant to their everyday lives, as well as their aspirations,” said Tracey Pearce, President, Scene+. “At Scene+, our goal is to be the program our members use every day, not just something they think about occasionally. That means building around both simplicity and choice, with a curated set of partners that reflect how our members live and spend.”

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From groceries and fuel to dining, entertainment, banking, home improvement, travel and online shopping, Scene+ members can earn and redeem Scene+ points seamlessly across the moments that make up their day, with partners including Sobeys, IGA, Safeway, Foodland, FreshCo, Shell Canada, Swiss Chalet, Cineplex, Home Hardware and Rakuten. Scene+ keeps rewards simple: for most redemptions, 1,000 Scene+ points = $10^v, while using Scotiabank and Tangerine payment cards that earn Scene+ points can help members earn faster and enjoy rewards sooner. That simplicity shows up in Scene+ program behaviour: among active members, redemption averages at least once per month and 9 out of 10 redemptions take place within 30 days of earning. A growing share are also redeeming across multiple partners, highlighting the strength of a connected rewards ecosystem and member choice.

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As expectations around redemption rise, flexibility and choice are becoming increasingly important, with connected partner ecosystems helping members use points across more categories and experiences.