M&S Unveils Major Overhaul of Sparks Loyalty Scheme with Digital Wallet and AI Enhancements
Marks and Spencer has announced significant updates to its Sparks loyalty and rewards programme, set to launch in April 2026. The changes aim to enhance customer experience through a new digital wallet system and advanced AI capabilities, while retaining popular perks like birthday treats.
What Is the M&S Sparks Loyalty & Rewards Scheme?
The M&S Sparks programme is a free-to-join loyalty scheme that focuses on personalised rewards rather than traditional points accumulation. Upon signing up, customers receive a digital Sparks card via the M&S app or website, which tracks shopping habits to deliver tailored offers and surprise perks.
Key Changes to the M&S 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 transformed AI and data capabilities to provide even more personalised offers. The rewards structure includes three main categories:
- Spend & Earn: Customers earn rewards based on spending in specific categories. For example, spending £50 on fashion, home, or beauty yields £10 in the digital wallet, while spending £35 in the foodhall earns £5.
- Buy & Bundle: Purchasing selected items together, such as a bra and knickers, grants a £5 reward.
- Try Something New: Rewards are offered for exploring new M&S sections, like earning £6 for spending £30 on bedding.
Additionally, M&S has partnered with Virgin Red, Virgin's Rewards Club, to expand earning opportunities. Customers can boost their Sparks wallet by booking Virgin Atlantic holidays, switching to Virgin Media, spending at Virgin Voyages, or purchasing Virgin Experience Days, with rewards ranging from £4 to £130.
These changes follow the discontinuation of the Delivery Pass feature in March 2026, which offered unlimited next-day delivery for an annual fee. M&S stated that existing customers will not be able to renew their passes as the company reviews its perks.
Perks of the M&S Sparks Scheme
Despite the updates, core benefits remain, including personalised offers, exclusive promotions, early access deals, birthday treats, surprise freebies, chances to win free shopping, and free hot drinks through in-store stamp collections. Rewards are instant or surprise-based, tailored to individual shopping habits.
How to Join M&S Sparks
Joining is straightforward and free. Customers can sign up online or via the M&S app, access their digital Sparks card instantly, and scan it during every in-store or online purchase. Offers and rewards are visible in the account, with optional email notifications to avoid missing deals.
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 personalised rewards without point accumulation delays, and includes surprise perks. A standout feature is the birthday benefit, where customers receive a free treat, such as food items like cookies or chocolate mini rolls, at the start of their birthday month. To qualify, users must add their birthdate to their account, though those adding it within 35 days of their birthday may not receive a treat until the following year.
In summary, the revamped M&S Sparks scheme combines innovative digital tools with customer-centric rewards, making it a valuable addition for shoppers seeking tailored benefits and enhanced shopping experiences.
