M&S Sparks loyalty scheme returns with birthday treats, free coffee, and staff discounts

Marks & Spencer relaunches Sparks rewards with 1.8 million birthday surprises, the return of its Coffee Stamp scheme, and expanded discounts for staff and suppliers.

Marks & Spencer has officially brought its Sparks loyalty scheme back online, unveiling a wave of thank-you gestures aimed at rewarding its dedicated customers and staff.

The move follows a three-month period of improvements and testing, and forms part of M&S’s wider efforts to enhance customer loyalty and brand engagement across both its Food and Clothing & Home divisions.

Over 1.8 million birthday surprises for Customers

In a major show of appreciation, M&S has confirmed that over 1.8 million customers celebrating their birthdays in July will receive a free gift as part of their Sparks membership benefits.

The retailer is also making up for lost time by offering belated birthday rewards to members whose birthdays fell during May and June – ensuring no one misses out due to the scheme’s recent update period.

Customers will receive a choice of two bestselling M&S products – gifts could include:

• A pack of Percy Pigs, the iconic M&S sweet

• A Swiss Truffle Assortment Box

• A Bouquet of Flowers

• A bottle of Prosecco

• A punnet of Fresh Grapes

• Or a pack of Outrageously Chocolatey Round Biscuits – a fan favourite with more than 2.6 million sold annually

All eligible members will receive a notification via the Sparks Hub on the M&S app or website, where they can view and claim their personalised birthday reward.

Coffee stamp scheme returns to M&S Cafés

A much-loved feature of the Sparks programme, the Coffee Stamp Scheme, is also making a comeback. From this month, Sparks members can once again collect stamps with each hot drink purchased at M&S Cafés nationwide.

Once six stamps are collected, a free coffee will be automatically issued via the Sparks Hub, redeemable during their next visit.

This reintroduction comes in response to customer feedback, according to the company, which identified the Coffee Stamp scheme as one of the most missed features during the Sparks programme’s temporary pause.

Boosted staff and contractor discounts this weekend

M&S has announced a temporary boost to its colleague discount, increasing the usual 20% saving to 30% for four days over the upcoming weekend. The enhanced discount applies across M&S’s Fashion, Home and Beauty departments, including third-party and premium brands.

For the first time outside of the Christmas trading period, this offer will also be extended to more than 2,500 contractors, recognising the vital role that external partners play in supporting the business. Eligible recipients include:

• Staff from Gist Limited, M&S’s principal logistics provider

• Security and cleaning contractors

• In-store beauty advisors representing brands such as Clinique and Estée Lauder

This gesture is designed to acknowledge the vital behind-the-scenes contribution of supply chain and operational partners.

A gesture of gratitude

The return of Sparks and the added surprises are part of a wider customer-first strategy at M&S, which has been working to modernise its digital services and reinforce its reputation for customer appreciation.

Sharry Cramond, Director of Loyalty, Fashion, Home & Beauty Marketing and Masterbrand at M&S, said:

“Over the last three months, our colleagues have demonstrated real commitment and teamwork. At the same time, our customers have shown us fantastic support and loyalty. These extra Sparks rewards are a small gesture to say thank you.”

The Sparks programme, which launched in 2015 and was relaunched in 2020 as a digital-first loyalty platform, now boasts millions of active users. Sparks offers customers tailored discounts, charity donations with every shop, and exclusive early access to promotions.

Customers are encouraged to check their Sparks Hub via the M&S app or online portal regularly for new offers, surprise gifts, and loyalty updates.