H&M makes big change to loyalty scheme and shoppers won't like it

H&M is making a big change to its loyalty scheme scheme and it means shoppers will have to spend more to get discounts.

Under the existing scheme, shoppers need to earn 100 points in order to get a £3 voucher. You get one point for every £1 you spend, which means you need to spend £100 to get £3 off.

But from October 1, you will need to earn 150 points - the equivalent of spending £150 - to get your £3 voucher. H&M has been emailing shoppers to explain the changes.

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The fashion retailer wrote: “From 1 October 2025, there's an update as to how Bonus Rewards are calculated. Earn 150 Points and enjoy a £3 voucher to spend in-store or online.”

A spokesperson for H&M said: "We are constantly evolving our membership programme to better reflect how our customers engage with us today and make it even more rewarding and relevant to our community.

"The recent update to how Bonus Rewards are calculated is part of that ongoing development.

"Members will still enjoy great benefits, including points for every pound spent, as well as extra rewards for completing their profile, recycling unwanted garments through our garment collecting programme, and using their own bag when shopping.

"All previously earned points will remain valid, and members can continue to unlock meaningful rewards both in store and online."

It comes after H&M axed its 25% discount for members on their birthday earlier this year, as well as the 10% discount for new members when they sign up.

H&M also recently increased the cost of returning an item by post from £1.99 per parcel to £2.9. Shoppers can still be return items to their nearest H&M store for free.

H&M revealed a 17% fall in operating profits to 5.91 billion Swedish krona (£455 million) for the second quarter to May 31 - although this was better than forecast had predicted.

In the first six months overall, it said operating profits fell 22% to 7.1 billion Swedish krona (£547 million) as net sales lifted by 1%.

At the time, H&M said earnings were impacted by higher costs of clothing due to a stronger dollar, as well as investment into its "customer offering" and giving "customers even more value for money".

Chief executive Daniel Erver said: "In uncertain times with cautious consumers we monitor macroeconomic and geopolitical developments closely and continuously adapt both the customer offering and the business to meet our customers’ needs in the best way."

H&M Group - which also includes brands such as Monki and COS - closed 153 stores in the year to May 31, leaving it with 4,166 worldwide.