Marks & Spencer announces major shake-up to Sparks loyalty scheme offering shoppers real cash rewards

Temie Laleye
Wed, 15 Apr 2026 10:49:15 +0000

Marks & Spencer has made big changes to its Sparks loyalty scheme, giving customers the chance to earn real money.

The new version lets shoppers build up cash that they can spend across food, clothing, home and beauty.

From today, a digital wallet is being introduced so members can collect and use their rewards whenever they want.

This means customers can choose how to spend it, whether on their weekly food shop, saving for Christmas, or treating themselves.

The changes focus on giving customers more personalised offers and real money rewards.

The scheme uses what customers usually buy, along with their preferences like diet, to tailor deals to them.

Through the M&S app, shoppers will see offers that match their habits every time they log in.

Rewards are then added straight into their digital wallet when they spend in certain categories or reach set spending amounts.

Customers can earn rewards in several ways, including:

Spend and earn: Customers receive rewards when they spend across their favourite categories. For example, they can get £10 when spending £50 on fashion, home and beauty, £6 when spending £30 on nightwear, £5 when spending £35 in the Foodhall, and £1 when spending £10 on fresh fruit.

Buy and bundle: Customers can earn rewards by purchasing selected items together, such as receiving £5 when buying a bra and knickers.

Try something new: Customers are rewarded for shopping in areas they do not usually visit, for example earning £6 when spending £30 on bedding.

M&S has also announced its inaugural partnership, teaming up with Virgin Red to give members additional opportunities to grow their wallet balance.

Customers can earn rewards in several ways, including:

Virgin Atlantic Holidays: Earn up to £130 into a digital Sparks wallet when booking a holiday

Virgin Media: Earn £80 when switching to Virgin Media

Virgin Voyages: Earn £8 for every £100 spent

Virgin Experience Days: Earn £4 for every £20 spent

The partnership means customers can build rewards across both brands, helping their money go further.

All offers are available to Sparks members who also have a Virgin Red account. Signing up to Virgin Red is free, and accounts can be linked through the M&S app.

Despite the comprehensive changes, M&S has retained popular existing features following customer feedback, including:

Free birthday treats: More than one million have been given out in the year since the perk launched

Coffee stamps: Customers get a free hot drink after buying six

The Parent Hood: The baby club, now with 350,000 members, is the fastest growing of its kind

Charity donations: Customers can choose from 37 charities, with M&S donating 1p per Sparks transaction, totalling £20 million so far

Travel money perks: Preferential rates on over 50 currencies online and in store, plus exclusive discounts on M&S pet and travel insurance

M&S Credit Card customers will be able to boost their Sparks rewards by linking their card, unlocking extra perks including exclusive offers, an annual shopping discount and a choice of birthday treats.

Those signed up to Digital Rewards will earn more from their everyday spending, with the retailer positioning the move as part of a wider overhaul of its loyalty scheme.

Sharry Cramond, Marketing Director at M&S, said: "We are so excited to finally unveil the new Sparks - it’s a complete step change in how we reward our customers. We’ve built this around exactly what they told us they want: simple, personalised offers and real money rewards that drop straight into their very own digital Sparks Wallet to spend at M&S however, whenever and on whatever they choose."

She added: "Sparks now puts our customers totally in control, rewarding them for buying the products they already love and giving them the opportunity to try new things and get rewarded for it. What’s not to love!"

Andrea Burchett, Chief Loyalty Officer at Virgin Group, said: "At Virgin, we believe loyalty should make the everyday feel extraordinary. That’s why we’re partnering with M&S to make history as its first ever Sparks partner."