56% of new loyalty members come back within 90 days. Here is how fast, by industry
56% of new loyalty members come back within 90 days. Café members who return are typically back in 15 days, restaurants in 18, beauty in 27.
How often do customers return once they carry your loyalty card? Here is what the data shows. We looked at more than 40,000 digital loyalty cards across 50+ businesses on Rewardly, each first used between May 2025 and mid July 2026, and measured how many days passed before the second visit.
Why it matters for your revenue: every repeat visit is a sale. Rewardly's clients see 30% more repeat visits and 2.5 times higher customer value on average, and café Ráno in Bratislava reports 32% more revenue six months after moving to Rewardly.
Across all businesses
- 21.9% of new members came back within a week.
- 42.5% came back within 30 days.
- 56.0% came back within 90 days.
- The typical (median) returning member was back after just 15 days.
The members who have not returned yet are exactly who a well timed reminder is for.
Example in euros: if 100 new members join and your average purchase is €5, the 56 who come back within 90 days bring €280 with their second visit alone. Every further visit adds the same again.
By industry
For each type of business: share of new members back within 30 and 90 days, the typical wait for the second visit, and the point by which 3 in 4 returners were back.
- Coffee shops: 44.5% and 57.9%, typical wait 15 days, 3 in 4 back within 47 days
- Matcha and tea bars: 45.7% and 62.5%, typical wait 17 days, 3 in 4 back within 49 days
- Restaurants and bistros: 39.5% and 54.0%, typical wait 18 days, 3 in 4 back within 44 days
- Bakeries and sweets: 45.3% and 55.2%, typical wait 11 days, 3 in 4 back within 32 days
- Beauty, nails and fitness: 34.1% and 51.6%, typical wait 27 days, 3 in 4 back within 45 days
Bakery members return fastest, after 11 days. Matcha bars bring back the most members within 90 days, 62.5%. Beauty and fitness clients take about four weeks, which matches appointments every few weeks.
When members visit
Member visit times, October 2025 to September 2026:
- Cafés and matcha bars: 78% of member visits fall on weekdays, spread evenly from opening until 17:00.
- Restaurants: 34% of member visits fall between 12:00 and 14:00 and 30% after 17:00. Lunch and dinner are where members show up.
- Beauty and fitness: Friday is the busiest day for members, and the afternoon from 14:00 to 17:00 is the busiest slot.
How Rewardly helps you bring them back
Time your reminder to your trade, not to a round number. After 14 days a café member may still come back alone, while a beauty client is simply between appointments. A useful moment is the point by which 3 in 4 returners are already back: about 7 weeks for cafés, 6 weeks for restaurants and beauty, under 5 weeks for bakeries. Rewardly's win back automation sends a push notification on its own to members who have not visited for a while, for example after 30 days, straight to the card in their phone.
Fit the card to the rhythm. If your members come back every two to three weeks, keep the first reward within reach. Read stamp per visit or stamp per product and how to set up loyalty rewards that work.
Send messages before the usual visit time. Our suggestion: for a café, before the morning or afternoon coffee rather than in the evening.
Know your own window. Rewardly analytics shows how often your customers return.
About the data
- Anonymised scans in the Rewardly scanner. Industry groups were assigned only where the type of business is clear from its public name; groups with fewer than 4 businesses are not shown, and the beauty group is mixed, so treat it as a guide.
- A visit is a card scanned on a given day. Some visits are never scanned, so real return rates are likely a little higher.
- Only businesses that scan cards in the Rewardly app are included, leaving out accounts with gaps in tracking, one business with a different scanning practice and probable staff test cards. The visit time figures use a slightly broader set of businesses. The figures describe behaviour; they are not a before and after comparison.
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