Your best customers aren’t the ones you haven’t met yet—they’re already buying from you. Did you know loyal customers spend 67% more than new ones? Or that 72% of people stay loyal to at least one brand they love?
This article explores the key stats behind brand loyalty, customer retention, and trust-building. We’ll look at what drives loyalty, why customers leave, and how personal branding affects buying decisions. These insights will help you keep more customers, spend less on acquisition, and build relationships that last beyond the transaction.
Top 6 Customer Loyalty Statistics (Editor’s Picks)
We’ve handpicked 30+ of the latest customer loyalty statistics, facts, and trends. Here are 6 that we believe will blow you away.
1 | 75% of consumers prefer brands with a purchase reward system |
2 | 72% of customers are loyal to at least one brand |
3 | Loyal consumers spend 67% more than new customers |
4 | 68% of customers switch brands if they feel unappreciated |
5 | 82% of business leaders say retaining customers is cheaper than acquiring new ones |
6 | 72% of global customers feel loyalty toward at least one brand |
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Customer Loyalty Statistics
75% of consumers prefer brands with a purchase reward system (Propello)

Three out of four consumers are more likely to shop with brands that offer rewards for their purchases. Whether it’s discounts, cashback, or points-based programs, incentives encourage repeat business and build brand loyalty.
72% of customers are loyal to at least one brand (Demandsage)
Nearly three out of four customers stick with at least one brand, proving that loyalty is still strong when companies meet expectations. Whether it’s through quality products, great service, or rewards programs, consumers appreciate brands they can trust.
Loyal consumers spend 67% more than new customers (Business.com)

Returning customers don’t just stick around—they also spend more. On average, loyal customers spend 67% more than new ones, making retention a key driver of long-term revenue.
82% of business leaders say retaining customers is cheaper than acquiring new ones (99Firms)
The majority of business leaders agree that keeping existing customers costs far less than attracting new ones. Marketing, advertising, and sales efforts for new customers can be expensive, while retention focuses on building loyalty and repeat business.
68% of customers switch brands if they feel unappreciated (Propello)

More than two-thirds of consumers will take their business elsewhere if they feel a brand doesn’t value them. Indifference—whether through poor service, lack of personalization, or no customer engagement—can quickly push people toward competitors.
Brand Loyalty Statistics
72% of global customers feel loyalty toward at least one brand (Demandsage)

Nearly three out of four consumers have a strong connection to at least one brand. This loyalty often translates to repeat purchases, positive word-of-mouth, and a willingness to try new products from the same company.
80% of U.S. consumers feel a strong connection to at least one brand (Statista)
Beyond just repeat purchases, many customers stay loyal because of emotional attachment. Whether it’s shared values, nostalgia, or exceptional service, these connections shape long-term brand relationships.
59% of American consumers stay loyal to a brand for life (Acquia)

Once brand loyalty is established, it tends to stick. More than half of U.S. consumers say they remain committed to their favorite brands for the long haul, making customer retention a key factor in long-term business success.
75% of American consumers prefer brands that understand them personally (Coniq)
Most U.S. consumers are more loyal to brands that recognize their needs, preferences, and values. Personalization, tailored recommendations, and meaningful interactions can strengthen these connections.
61% of consumers want brands to be more thoughtful with their personal data (AdCucina)

While customers appreciate personalized experiences, many believe brands should be more careful in how they use personal information. Thoughtful data use can build trust and improve customer relationships.
Price is the biggest factor in brand loyalty (Amazon)
For most consumers, affordability matters more than anything else when choosing to stick with a brand. Competitive pricing can be the key to retaining long-term customers.
62% of consumers consider price when choosing brands (Zonka Feedback)

While factors like quality and service matter, price remains a top priority. Many customers are willing to switch brands if they find a better deal.
Only 27% of global consumers consider personalization and promotions important to brand loyalty (Exploding Topics)
Most consumers value other factors, like product quality, reliability, and customer service, over personalized offers and discounts. While personalization can enhance the shopping experience, it’s not the primary driver of long-term brand loyalty.
56% of global consumers say customer service is “very important” for brand loyalty (Help Scout)

More than half of consumers prioritize good customer service when choosing which brands to support. A single bad experience can push customers toward competitors, making strong support a key factor in long-term loyalty.
55% of US and UK consumers trust brands less than they did in the past (Hubspot)
More than half of consumers in the US and UK feel less trust in brands today compared to previous years. This shift is driven by concerns over data privacy, misleading marketing, and inconsistent brand values.
60% of global consumers have ditched a brand over bad customer service (Help Scout)

Customer service can make or break a brand. Nearly 3 in 5 consumers worldwide have stopped doing business with a company after receiving poor service, proving that bad interactions lead to lost revenue.
Lying about product performance is the #1 reason customers switch brands (Zinrelo)
Nothing drives customers away faster than dishonesty. Misleading claims about product performance are the top reason people stop buying from a brand, as broken trust is hard to repair.
Personal Branding Statistics
70% of employers say personal branding matters more than a resume (Explore Careers)

A strong personal brand can open more doors than a well-formatted resume. Most employers prioritize an individual’s online presence, reputation, and industry influence when making hiring decisions.
Content from employees drives 8x more engagement than brand posts (Forbes)
When employees share company content, it reaches more people and sparks more interactions. Compared to official brand posts, employee-shared content is seen as more authentic and relatable.
84% of consumers think a company’s brand is shaped by its employees (SmartBug)

From leadership to frontline staff, employees play a key role in shaping how consumers see a company. Their values, online presence, and personal branding can either strengthen or weaken the brand’s image.
Branding and customer trust statistics
64% of people want brands to build real connections with customers (Forbes)

More than half of consumers expect brands to engage with them in a meaningful way. This goes beyond selling—it’s about fostering trust, communication, and genuine relationships.
68% of consumers are more likely to buy when they see review photos (Trustmary)
More than half of shoppers won’t buy from an e-commerce store if they don’t see customer reviews or real-life product photos. Without social proof, they’re less likely to trust the quality of the product.
72% of people want brands to positively contribute to society (Givs)

Consumers expect more than just products—they want companies to take meaningful action. A large majority believe brands should address social, environmental, or ethical issues rather than staying neutral.
76% of consumers want brands to prioritize fast customer support (Sprout Social)
Most customers expect quick and efficient responses when they need help. Brands that prioritize customer support can build trust, improve satisfaction, and increase loyalty.
7 in 10 consumers want brands to respond personally on social media (GlobeNewswire)

When reaching out to brands online, most people expect more than an automated reply. Personalized responses show that a brand values its customers and takes their concerns seriously.
68% of customers will share data for personalized rewards and loyalty perks (Yotpo)
Most consumers are willing to provide information if it leads to better deals, tailored rewards, or exclusive offers. They see value in sharing their data when it enhances their shopping experience.
82% of shoppers prefer to buy from brands that share their values (Consumer Goods Technology)

Consumers aren’t just making purchases—they’re making statements. Most shoppers choose brands that align with their beliefs, whether it’s sustainability, ethics, or social responsibility.
Conclusion
Customer loyalty isn’t just a feel-good metric—it’s your business growth engine. With loyal customers spending 67% more than new ones and 72% of consumers feeling loyal to at least one brand, the opportunity is clear. Looking ahead, businesses that balance personalized experiences with respectful data practices will win. As consumer expectations rise, companies that combine quality products with authentic relationships won’t just survive—they’ll thrive. Your best growth strategy isn’t chasing new customers—it’s nurturing relationships with those already buying from you.
FAQ
What is a good customer loyalty percentage?
A good customer loyalty percentage typically ranges between 60-70% for most industries, though top-performing companies often achieve 80% or higher. Your specific target should depend on your industry benchmarks, as retail might consider 63% excellent while subscription services might aim for 75% or more.
What is the customer loyalty rate?
Customer loyalty rate measures the percentage of customers who make repeat purchases from your business over a specific time period. It’s typically calculated by dividing the number of customers who bought more than once by your total number of customers, then multiplying by 100.
Why do customers switch brands?
68% of customers switch brands if they feel unappreciated. Dishonesty about product performance is also the number one reason customers take their business elsewhere.
Is it cheaper to retain customers or acquire new ones?
82% of business leaders confirm that retaining existing customers costs far less than acquiring new ones. Marketing and sales efforts for new customers require significantly more resources.
Do customers care about a brand’s values?
82% of shoppers prefer to buy from brands that share their values. Most consumers aren’t just making purchases—they’re supporting companies that align with their beliefs.