Fall is here! The air is crisp, the coffee is pumpkin-spiced, and shopping lists are longer than ever.
Parents, students, and retailers all feel the rush of the season. But while the leaves may fall, your customer loyalty shouldn’t.
This is the moment when retailers either become a quick pit stop or a year-round favourite. Loyalty programs hold the key: the right mix of personalisation, rewards, and digital convenience can turn seasonal shoppers into lifelong members of your brand’s community.
At Kaizen, we see Fall not just as a season of change, but as a season of opportunity.
This month, we’re going to explore:
- How seasonal shopping habits can make way for long-term loyalty.
- The role of personalisation, gamification, and rewards in turning one-time buyers into repeat customers.
- Case studies from brands that have mastered the art of making Fall shoppers stay year-round.
Loyalty shouldn’t fall with the leaves; it should grow stronger every season.
Back-to-school + back-to-college spending totalled $125.4B in 2024, a slight YoY dip, but still a massive seasonal moment that sets the tone for year-round loyalty.
Shoppers are firmly omnichannel: 70% split their spend across online and in-store, 33% used BOPIS, and 68% planned to buy on Prime Day.
Households are also shopping earlier (two-thirds finished by the end of July) to spread budgets, with BNPL (17%) and aggressive price-comparison behaviour signalling value sensitivity.
Decision drivers are highly social and family-centric!
The takeaway?
According to the data, kick off acquisition early with July 1st accelerators and “finish-your-list” bonuses before the mid-August slowdown.
Focus on rewarding the journey, not just the cart, by giving points for list-building, reviews, and BOPIS pickups, with tier boosts tied to Prime Day–adjacent promos.
Lean into family logic with;
- Pooled points
- Kid-driven bundles
- “Outfit + tech + supplies” missions that unlock multipliers
Highlight both value and values by promoting sustainable options like pre-owned and eco SKUs, and ensure omnichannel parity with consistent earn/burn rules across store, app, and web, plus extra credit for BOPIS to bridge channels!
Back-to-School Shopping Statistics (2025): Yearly Sales Data
Seasonal rewards are powerful tools for driving emotional connections and long-term loyalty.
The reason seasonal campaigns work so well is simple. They tap into two key drivers: emotional loyalty, by connecting with shared experiences and traditions, and high purchase activity, since customers are naturally inclined to shop more during these times.
But timing, personalisation, and resource management are crucial. Poorly planned campaigns risk missed opportunities, while carefully executed ones can transform one-time shoppers into lifelong advocates.
Examples prove the point: Nordstrom boosts employee morale with elevated holiday discounts, P&G strengthens retail partnerships with prepaid card incentives, and Starbucks creates buzz with its “Starbucks for Life” holiday game.
Even simple, affordable campaigns like Dollar Tree’s Valentine’s chocolates show that authenticity and timing matter more than extravagance.
👉 Read more from our blog to see how seasonal rewards, done right, can strengthen customer, employee, and partner loyalty while driving sustainable growth.
📚 Seasonal Rewards: Importance of Holiday Loyalty Programs | Kaizen
NEWS FROM LOYALTY WORLD
- Chipotle Rewards Plays College Room Decor with Style
Chipotle’s new rewards tier targets college students at the start of the semester, blending loyalty with lifestyle.
Beyond offering 12 points per $1 spent and a 1,000-point bonus on signup, their collab with Urban Outfitters puts loyalty right into the dorm room, literally!
A burrito blanket may not earn points, but it sparks a cultural connection, keeping Chipotle top of mind in everyday student life. It’s a playful reminder that seasonal loyalty isn’t just about discounts, it’s about showing up where your audience lives (and studies).
https://www.barrons.com/articles/chipotle-rewards-program-college-students-dorm-decor-c172423f
- Minuteman & Circle K Make Back-to-School Feel Like a Pit Stop Party
Convenience stores leaned into seasonal needs by tailoring loyalty perks for parents, teachers, and commuters in August.
Minuteman Food Mart’s free breakfast biscuits for teachers through its app was a nod to early mornings, while Circle K’s 40-cent fuel discount helped families manage carpool chaos.
These timely, practical rewards prove that loyalty isn’t one-size-fits-all; seasonal stress points like “first-day mornings” or “extra trips to school” can be turned into moments of brand goodwill and stickiness.
https://www.convenience.org/Media/Daily/2025/August/21/3-C-Stores-Back-to-School-Offers_Marketing
- Target Circle’s Back-to-School Strategy Is Paying Off Big
Target sharpened its loyalty play by making back-to-school shopping easier, faster, and more personal. Using Target Circle, they pushed tailored discounts on school essentials and boosted their Drive-Up service to help busy families grab supplies on the go.
The payoff? A 2 million-member gain in Target Circle and a 20% jump in visits during the season.
Their success shows that loyalty done right during seasonal peaks not only drives short-term spend but earns a permanent spot in the family shopping routine.
https://www.businessinsider.com/target-earnings-strategy-lock-in-shoppers-working-brilliantly-2024-8
Loyalty Tip of the Month
Don’t let progress feel slow. Loyalty should feel like progress, not waiting in line.
Back-to-school season is all about momentum. Shoppers are in a hurry to check lists, grab deals, and move on. If your loyalty program makes them wait too long to see progress, they’ll disengage, just like players who quit a game with painfully slow upgrades.
The perceived speed of earning shapes how valuable your program feels. Fast wins matter. Symbolic progress (“You’re already 10% there!”) and easy, high-earning paths can turn one-off seasonal purchases into repeat engagement.
Give your customers momentum early. Make rewards feel instant, effortless, and achievable, just like students enjoy checking off their supply list. The quicker the gratification, the stronger the habit loop you’ll build—and the more likely they are to keep coming back well beyond fall.
https://www.linkedin.com/feed/update/urn:li:activity:7353741013829509120
Insight of the Month
Loyalty ubiquity and hyper-personalisation are what make seasonal loyalty in 2025.
In 2025, consumers expect loyalty points to work like cash: usable instantly, everywhere.
With over $77B spent online in just the first weeks of last year’s holiday season, it’s clear: people want flexibility at checkout, not just aspirational redemptions.
Loyalty ubiquity, which means customers can redeem points like currency across different merchants, channels, and purchases, is becoming the new baseline expectation.
But ubiquity alone isn’t enough. Privacy concerns are rising, and consumers will only engage if they trust that their data is secure and being used responsibly to deliver tailored, frictionless experiences. AI-driven personalization, embedded payments, and digital wallets that integrate loyalty balances are setting the new standard.
The insight is simple but urgent: speed, security, and personalisation are now non-negotiable. Programs that still rely on outdated redemption models or generic offers risk being left behind.
Consumers expect their loyalty to feel instant, safe, and meaningful. Anything less, and they’ll take their spending elsewhere.
Welcome to Your Loyalty Calendar: September Edition
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