H&M has announced a significant modification to its loyalty program, requiring customers to spend more in order to receive discounts. Previously, shoppers needed to accumulate 100 points to obtain a £3 voucher, with one point earned for every £1 spent, equating to a £100 expenditure for the voucher. Starting October 1, customers will now have to earn 150 points, equivalent to spending £150, to redeem the £3 voucher. H&M has notified customers of these changes via email.
The fashion retailer stated, “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.”
H&M’s spokesperson mentioned, “We are continuously enhancing our membership program to better align with our customers’ current engagement and provide more rewarding and relevant benefits to our community. The recent adjustment in how Bonus Rewards are calculated is part of this ongoing development.”
Despite these changes, members will still receive benefits such as points for each pound spent, additional rewards for completing their profile, recycling unwanted garments through the garment collecting program, and using their own bag while shopping. Previously earned points will remain valid, allowing members to unlock rewards both in-store and online.
In other changes, H&M discontinued its 25% birthday discount for members earlier this year, along with the 10% discount for new members upon sign-up. Additionally, the cost of returning items by post increased from £1.99 to £2.9 per parcel, but free returns are still available at H&M stores.
H&M reported a 17% decrease in operating profits to 5.91 billion Swedish krona (£455 million) for the second quarter ending May 31, which was better than anticipated. Overall, operating profits for the first six months of the year dropped by 22% to 7.1 billion Swedish krona (£547 million), despite a 1% increase in net sales.
The company attributed the earnings decline to higher clothing costs due to a stronger dollar, as well as investments in improving the customer offering and providing more value for money. CEO Daniel Erver emphasized the need to adapt to consumer needs amid uncertain economic conditions.
H&M Group, encompassing brands like Monki and COS, closed 153 stores in the year up to May 31, reducing its global store count to 4,166.
