Forrester’s 2025 data shows that 42% of US online adults who belong to loyalty programs agree that they are more likely to make impulse purchases when they belong to a brand’s loyalty program. Your consumers are most swayed by their loyalty program memberships. Looking at it by generation, 49% of millennials and 49% of Gen Z consumers agree that they would be more likely to make an impulse purchase if they are a member of a brand’s loyalty program. By contrast, only 32% of baby boomers agree with this sentiment. This is a snapshot of Forrester’s data on consumers’ purchasing behaviors.