Loyalty Programs Motivate Millennial Impulse Purchases

In Forrester’s Retail Topic Insights 2 Survey, 2024, nearly half of US online adults 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, 54% of Millennials and 53% 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 27% of Baby Boomers agreed with this sentiment. This is a snapshot of Forrester’s data on consumers’ purchasing behaviors.