H&M Loyalty Program Update Requires More Spending for Discounts
H&M is implementing changes to its loyalty program, which will impact how shoppers earn discounts. Currently, customers must accumulate 100 points to receive a £3 voucher, with one point awarded for every £1 spent, translating to a £100 spending requirement for the discount.
Starting October 1, customers will need to earn 150 points, equivalent to spending £150, to obtain the £3 voucher. H&M has communicated this adjustment to shoppers via email.
According to a statement from the fashion retailer, the new Bonus Rewards calculation will be effective from October 1, 2025. Customers will need to earn 150 points to unlock a £3 voucher for use in-store or online.
A spokesperson for H&M stated that the modification to the Bonus Rewards system is part of the brand’s ongoing efforts to enhance the membership program and provide more value to its community. Members will still receive benefits such as earning points for every pound spent, additional rewards for profile completion, garment recycling participation, and using personal bags for shopping. All previously accumulated points will remain valid for unlocking rewards both online and in-store.
Earlier this year, H&M discontinued the 25% birthday discount for members and the 10% discount for new sign-ups. Additionally, the cost of returning items by post increased from £1.99 per parcel to £2.9, while in-store returns remain free.
For the second quarter ending May 31, H&M reported a 17% decrease in operating profits to 5.91 billion Swedish krona (£455 million), slightly outperforming forecasts. Operating profits for the first half of the year dropped by 22% to 7.1 billion Swedish krona (£547 million) despite a 1% increase in net sales.
The company attributed the earnings decline to higher clothing costs due to currency fluctuations, along with investments in enhancing the customer experience and providing better value for customers. CEO Daniel Erver emphasized the company’s agility in adapting to consumer needs amidst economic uncertainties.
H&M Group, which includes brands like Monki and COS, closed 153 stores in the year ending May 31, reducing its global store count to 4,166.
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