WARMINSTER, PA — A new survey from CORA Loyalty, conducted by The Harris Poll, finds that loyalty and rewards programs continue to play a decisive role in how Americans choose their credit cards—outpacing traditional factors such as convenience, credit limits, and fees.
According to the survey of more than 2,000 U.S. adults, half of respondents (50%) cited loyalty and rewards programs as the most important factor in selecting a credit card, compared with 38% who prioritized convenience and 36% who focused on credit limits. While that figure is slightly down from 55% in 2024, the data suggests rewards remain a dominant influence in consumer payment behavior.
The findings also reveal significant generational differences. Baby Boomers (ages 61–79) are the most likely to be swayed by loyalty and rewards programs, followed by Gen X (ages 45–60) and Millennials (ages 29–44). Gen Z (ages 18–28), however, was least influenced, with only 29% indicating that loyalty programs factored heavily into their choices.
Nearly half of Americans (49%) said rewards potential drives their decision when opening a new credit card, just behind fees at 52%. Additionally, 44% said they would feel most valued by programs that tailor rewards to their shopping habits, while Gen Z preferred “surprise-and-delight” rewards.
“This data shows that loyalty and rewards programs are more critical than ever, directly influencing consumer spending habits,” said Beth McCoy, CEO of CORA Loyalty. “In a time of economic uncertainty and shifting consumer confidence, personalized rewards not only attract customers but also keep them engaged and feeling valued.”
The online survey was conducted October 7–9, 2025, among 2,084 U.S. adults, with a margin of error of ±2.5 percentage points.
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