Canadians are increasingly prioritizing loyalty rewards that are easier to redeem and more relevant to everyday spending habits, according to new findings released by Scene+ and Bond Brand Loyalty.
The companies said Canadians are holding an estimated $13 billion to $15 billion in unredeemed loyalty points, reflecting what they describe as a growing disconnect between the number of available earning opportunities and the complexity of redeeming rewards. The findings are drawn from Canadian data that will be included in The 2026 Bond Loyalty Report, scheduled for release in June.
The report found surveyed Canadians belong to an average of 15 loyalty programs, but many are not regularly using their accumulated points. According to the data, 28 per cent redeem points once a year or less.
The companies said the findings point to redemption becoming a more important measure of whether consumers see value in loyalty programs. While opportunities to earn rewards continue to expand, the report suggests barriers tied to redemption are affecting engagement.
The study also found surveyed Canadians increasingly favour smaller, more frequent rewards over larger aspirational purchases. While travel and other high-value redemptions remain popular, 60 per cent of respondents said they prefer small or medium-value rewards, more than double the share who reported saving for larger redemptions.
The findings come as consumers continue to look for ways to maximize the value of day-to-day spending on essentials and discretionary purchases alike.
“Canadians want rewards that are easy to use and relevant to their everyday lives, as well as their aspirations,” said Tracey Pearce, President of Scene+.
“At Scene+, our goal is to be the program our members use every day, not just something they think about occasionally. That means building around both simplicity and choice, with a curated set of partners that reflect how our members live and spend.”
Scene+ said members can earn and redeem points across a range of categories including groceries, fuel, dining, entertainment, banking, home improvement, travel and online shopping through participating partners such as Sobeys, IGA, Safeway, Foodland, FreshCo, Shell Canada, Swiss Chalet, Cineplex, Home Hardware and Rakuten.
The company said most redemptions are structured so that 1,000 Scene+ points equals $10 in value. It also said active members redeem rewards at least once per month on average, with nine out of 10 redemptions taking place within 30 days of earning points.
According to a news release, a growing number of members are redeeming points across multiple partners, which the company said reflects increased interest in connected rewards ecosystems offering broader redemption options.
The report also found flexibility and choice are becoming more important factors for loyalty program members, particularly as programs expand partnerships across categories and services.
“The 2026 Bond Loyalty Report reveals that partnerships are a strong lever for incremental value in Canada, with the survey data showing measurable year-over-year lifts in experience (53%) and spend (49%) compared to the 2025 Bond Loyalty Report,” said Sean Claessen, chief strategy officer at Bond.
“Scene+ has been smart about this. An integrated ecosystem of everyday earn and redemption partners, and now the expansion with Shell—that’s the kind of ecosystem play that turns a program into a daily habit.”
The report said surveyed participants rated the importance of ease when receiving and claiming rewards at 73 per cent in 2026, up from 69 per cent a year earlier. Perceived appeal of program rewards also rose to 67 per cent from 62 per cent year over year.
The companies said the findings suggest loyalty programs that simplify redemption and broaden how points can be used may be better positioned to maintain long-term member engagement.
Scene+ is co-owned by Scotiabank, Empire Company Ltd. and Cineplex Inc. The loyalty program said it has more than 15 million members.
Bond said the Canadian portion of its 2026 report collected feedback from more than 9,500 consumers and examined more than 165 loyalty programs across more than 20 sectors.
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