Marks and Spencer has unveiled significant changes to its Sparks loyalty and rewards scheme, set to launch in April 2026. The retailer aims to enhance customer experience with a new digital wallet system and improved personalization features, while maintaining popular perks like birthday treats.
What is the M&S Sparks Loyalty Scheme?
M&S Sparks is a free-to-join loyalty program that focuses on tailored rewards rather than traditional points accumulation. Unlike schemes from other retailers, Sparks offers personalized offers, surprise perks, and exclusive deals based on shopping habits. Customers access a digital Sparks card via the M&S app or website, which learns preferences over time to deliver relevant benefits.
Key Changes to the Sparks Scheme
The most notable update is the introduction of a brand-new digital Sparks wallet. This feature allows customers to earn real money rewards that can be spent across all M&S departments, including food, fashion, home, and beauty. Rewards are flexible, enabling savings for events like Christmas or immediate discounts on weekly shopping.
M&S will leverage advanced AI and data capabilities to provide even more personalized offers. The rewards structure includes three main categories:
- Spend & Earn: Customers earn cash rewards into their digital wallet based on spending in specific categories. For example, spending £50 on fashion, home, or beauty yields a £10 reward, while spending £35 in the foodhall grants £5.
- Buy & Bundle: Purchasing selected items together triggers rewards, such as earning £5 for buying a bra and knickers set.
- Try Something New: Rewards are offered for exploring unfamiliar M&S sections, like earning £6 for spending £30 on bedding.
Partnership with Virgin Red
In a first for the scheme, M&S has partnered with Virgin Red, Virgin's rewards club. This collaboration allows customers to boost their Sparks wallet 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.
Continuation of Popular Perks
Despite the changes, many beloved Sparks benefits will remain. Customers will still receive personalized offers, exclusive promotions, early access deals, birthday treats, surprise freebies, chances to win free shopping, and free hot drinks after collecting in-store stamps. Rewards continue to be instant or surprise-based, tailored to individual shopping habits.
How to Join M&S Sparks
Joining the Sparks scheme is straightforward and free. Follow these steps:
- Sign up online or through the M&S app.
- Access your digital Sparks card immediately.
- Scan the card during every shopping trip, whether in-store or online.
Once registered, all offers and rewards are visible in your account, with optional email notifications to ensure you never miss a deal.
Is Signing Up Worth It?
Yes, signing up for M&S Sparks is highly recommended for both regular and occasional shoppers. The scheme is free, offers personalized rewards that are immediately useful, and includes surprise perks. A standout feature is the birthday benefit: by adding your birth date to your Sparks profile, you receive a free treat at the start of your birthday month, such as food items from the M&S food hall. Note that adding your birthday within 35 days of the date may delay the treat until the following year.
Recent Discontinuations
These updates follow M&S's March 2026 announcement to discontinue the Delivery Pass, which provided unlimited next-day delivery for a £25 annual fee. New customers will no longer be offered this pass, and existing customers will not be able to renew upon expiration. M&S stated this decision was made after careful review to better align with customer needs.
