M&S Sparks Loyalty Scheme Undergoes Significant Transformation
Marks and Spencer has unveiled a series of updates to its Sparks loyalty and rewards programme, set to take effect in April 2026. These modifications are designed to refine the customer experience based on direct feedback, introducing a new digital wallet and enhanced personalisation through advanced AI technology.
Understanding the M&S Sparks Programme
The M&S Sparks scheme is a complimentary membership initiative that eschews traditional points systems in favour of tailored rewards. Instead of accumulating points, participants receive personalised offers, exclusive promotions, and surprise perks. Upon registration, users gain access to a digital Sparks card via the M&S app or website, enabling seamless scanning during shopping to tailor future rewards.
Key Changes to the Sparks Scheme
The most notable update is the introduction of a brand-new digital Sparks wallet, where customers can earn real money rewards applicable across all M&S departments, including food, fashion, home, and beauty. This flexible system allows rewards to be saved for occasions like Christmas, used for discounts on weekly groceries, or for personal treats.
M&S will leverage transformed AI and data capabilities to deliver even more personalised offers and rewards. The rewards structure in the digital wallet will include:
- Spend & Earn: Customers earn rewards based on spending in preferred categories. For instance, spending £50 on fashion, home, or beauty yields £10 in the wallet, while a £35 spend in the foodhall grants £5.
- Buy & Bundle: Rewards are offered for purchasing selected items together, such as earning £5 for buying a bra and knickers.
- Try Something New: Incentives are provided for exploring unfamiliar M&S sections, like earning £6 for spending £30 on bedding.
Additionally, M&S has formed its first Sparks partnership with Virgin Red, Virgin's Rewards Club, allowing customers to boost their wallets through various Virgin services. Examples include earning up to £130 for booking a Virgin Atlantic holiday, £80 for switching to Virgin Media, £8 per £100 spent at Virgin Voyages, and £4 per £20 spent on Virgin Experience Days.
These changes follow the discontinuation of the Delivery Pass feature, announced in March 2026. M&S confirmed that new customers will no longer be offered the pass, and existing customers will not have renewal options upon expiration, citing a business review of perks and benefits.
Perks of the M&S Sparks Scheme
Sparks members will continue to enjoy immediate and unexpected rewards, such as personalised offers based on purchase history, exclusive promotions, early access deals, birthday treats, surprise freebies, chances to win free shopping, and free hot drinks after collecting in-store stamps. All rewards are instant or surprise-based, tailored to individual shopping habits.
How to Join M&S Sparks
Joining the scheme is straightforward and free, requiring only a few minutes. The process involves:
- Signing up online or via the M&S app.
- Accessing the digital Sparks card immediately.
- Scanning the card during every shopping trip, whether in-store or online.
Once registered, all offers and rewards are visible in the account, ready for use. Users can opt for email notifications to stay updated on deals.
Is Signing Up Worth It?
Yes, enrolling in M&S Sparks is highly beneficial for both regular and occasional shoppers. The programme is free, offers personalised rewards that are likely to be useful, provides immediate benefits without point accumulation, and includes surprise perks. A standout feature is the birthday benefit, where members receive a free treat at the start of their birthday month after adding their birth date to their profile. Past treats have included food items like cookies, chocolate mini rolls, or healthier options such as grapes. Eligibility does not require minimum spending or usage, though adding a birthday within 35 days of the date may delay the treat until the following year.
