M&S Sparks Loyalty Card Overhaul: New Digital Wallet & Perks Announced
Marks and Spencer has announced significant changes to its Sparks loyalty and rewards scheme, set to launch in April 2026. The updates aim to enhance customer benefits through a new digital wallet and improved personalisation, while reassuring shoppers that beloved perks like birthday treats will remain.
What Is the M&S Sparks Loyalty & Rewards Scheme?
The M&S Sparks programme is a free-to-join loyalty scheme that focuses on tailored rewards rather than traditional points systems. Upon signing up, members receive a digital Sparks card via the M&S app or website, which tracks shopping habits to deliver personalised offers, surprise perks, and exclusive deals.
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 any M&S department, 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 customised offers and rewards. The new system includes three primary reward categories:
- Spend & Earn: Customers earn cash into their digital wallet based on spending in specific categories. For example, spending £50 on fashion, home, or beauty yields a £10 reward.
- Buy & Bundle: Purchasing selected item combinations, such as a bra and knickers, results in rewards like £5 added to the wallet.
- 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. Members can boost their Sparks wallet by booking Virgin Atlantic holidays, switching to Virgin Media, spending on 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 benefits structure.
Perks You Get with M&S Sparks
Despite the updates, core perks of the Sparks scheme will continue, including:
- Personalised offers based on shopping history
- Exclusive promotions and early access to deals
- Birthday treats and surprise freebies throughout the year
- Chances to win free shopping
- Free hot drinks after collecting in-store stamps
Rewards are designed 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 three steps:
- Sign up online or via the M&S app
- Access your digital Sparks card immediately
- Scan it during every in-store or online purchase
Once registered, all offers and rewards are visible in your account, and you can opt for email notifications to stay updated on deals.
Is Signing Up to M&S Sparks Worth It?
Yes, signing up to M&S Sparks is highly recommended for both regular and occasional shoppers. The scheme is free, rewards are personalised for relevance, and benefits are immediate without point accumulation. The birthday treat remains a standout feature—members receive a freebie, such as food hall items like cookies or grapes, at the start of their birthday month. To qualify, simply add your birthdate to your Sparks profile, though note that adding it within 35 days of your birthday may delay the treat until the following year.
Overall, the enhanced Sparks scheme offers greater flexibility and value, making it a worthwhile addition for any M&S customer.
