Waitrose has expanded its “Little Treats” rewards program nationwide, allowing MyWaitrose members to earn up to three monthly perks — including free items or discounts of up to £5 — based on their spending.
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Waitrose & PartnersUK supermarket chain Waitrose has rolled out a major update to its MyWaitrose loyalty scheme, expanding the “Little Treats” rewards program nationwide following a successful regional trial.
The refreshed program introduces a tiered system that allows members to earn up to three monthly perks — including free products or discounts worth up to £5 off — based on how much they spend each month.
Customers who reach spending thresholds at participating Waitrose stores or through online grocery orders will automatically unlock rewards, which can be claimed via the MyWaitrose app or in-store at checkout.
“Our customers told us they value meaningful, personal rewards over points they have to save,” said Charlotte di Caneo, Head of Loyalty at Waitrose. “The Little Treats scheme gives them small, regular thank-yous that feel immediate and relevant to their everyday shopping.”
The rollout marks a continued shift toward personalised and flexible loyalty programs across UK retail, moving away from traditional points-based systems toward instant-gratification rewards designed to strengthen customer engagement and brand loyalty.
Little Treats builds on Waitrose’s ongoing investment in digital innovation, with the supermarket focusing on data-driven personalisation and customer experience. The company said it plans to evolve the scheme further, testing seasonal offers and exclusive partner rewards in 2026.
The move comes as competitors including Tesco, Sainsbury’s, and M&S have also enhanced their loyalty propositions, reflecting the growing importance of value and differentiation in a competitive grocery market.
“We want every customer to feel rewarded, whether they visit us for their weekly shop or just pop in for a coffee,” di Caneo added.
Members can activate the new benefits immediately by updating the MyWaitrose app or scanning their digital card during checkout.
Source: Waitrose
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