Consumer Behavior

Paying with points gaining popularity with consumers

Photo: Adobe Stock

December 23, 2025

A good majority of consumers, 79%, are using Pay With Points at checkout in-store and online, double the figure from 2023.

That's a prime finding from an annual survey from Engage People and conducted by The Wise Marketer.

Only 37% respondents had tried using PwP, and almost half were completely unfamiliar with PwP as a payment option, according to a press release.

The survey polled 752 U.S.-based consumers in August 2025.

"Loyalty today is shaped entirely by consumer expectations and those are higher than ever across the entire ecosystem," Len Covello, CTO of Engage People, said in the release. "Technology allows us to unify rewards across brands and platforms, giving consumers the choice, convenience and purchasing power they expect. But it goes beyond flexibility. When rewards feel meaningful and easy to use, the relationship becomes more than transactional—it becomes a source of real, lasting value that keeps people coming back. We believe that Pay with Points is a great way to deliver meaningful rewards to consumers."