The birthday rewards customers love are small, free and personal: a drink, a treat or an add-on they already enjoy from you. Ask for birthdays as an optional field when people join your loyalty card. Send the offer a few days early, and let them use it any day that week.
Why do birthday rewards work?
Because they feel personal. Most loyalty rewards are earned. A birthday treat is a gift, and people remember who remembered them.
It also gives a quiet customer a reason to come back on a set date. Birthday treats often bring a friend or two along for the ride.
What birthday rewards can I copy?
Pick something people already buy from you. Free and small beats a big discount.
How do I collect customer birthdays?
Ask for it when people join your loyalty card, and make it optional. Say why you are asking: "for a birthday treat."
- 🗓️ Ask for month and day only. You don't need the year. People share more when you ask for less.
- 🙋 Keep it optional. A required birthday field makes some people walk away.
- 🔒 Use it only for the treat. Don't sell it, share it or use it for anything else.
With Regulars, the sign-up form only needs a first name. You can switch on an optional birthday field if you want to send birthday treats. See what sign-up looks like for customers in how to add a loyalty card to Apple Wallet.
When should I send the birthday offer?
A few days before, so people can plan. Then let it run for about a week.
Not everyone can stop by on the day. Some are at work, some are away, some have family plans. A week-long window feels kind and gets more people through the door.
What should a birthday message say?
Say happy birthday, name the treat and say how to get it. Keep it warm and short.
For more on writing short notes people actually read, see how to send messages to a customer's lock screen.
How do staff redeem a birthday reward?
Make it easy and clear. The customer shows the card or the message. Staff hand over the treat. No hoops.
- Tell staff the offer. Write it on a note by the till so nobody is surprised.
- Check the card. The customer shows their card or the birthday message.
- Say happy birthday. Out loud. It is the best part.
- Hand over the treat. No minimum spend if you can manage it.
What birthday reward mistakes should I avoid?
- ❌ Fine print. "Free drink with purchase of two drinks" is not a gift.
- ❌ Only valid on the day. Many people will miss it and feel let down.
- ❌ A plain discount code. "15% off" feels like an ad, not a birthday card.
- ❌ Asking for the full date of birth. It feels nosy, and you don't need it.
What about customers who skip the birthday field?
That is fine. Plenty of people won't share it, and they should still feel welcome. Don't push.
You can still give everyone a reason to celebrate with you. A few ideas:
- 🎈 Shop birthday party. Mark your opening anniversary with a treat for every cardholder that day.
- 🗓️ Card anniversary. A thank-you note one year after someone joined.
- 🙌 Ask again, gently. A sign by the till: "Tell us your birthday for a free treat." No pressure.
Can birthday rewards run on their own?
Yes. With a digital loyalty card, the birthday message can go out by itself each year.
In Regulars, the birthday message is one of six automatic messages, on by default. If you collect birthdays, it shows on the customer's card and can pop up on their lock screen. You don't have to track a calendar of birthdays by hand.
Cards live in Apple Wallet and Google Wallet. Plans start at $49 a month with a 30-day free trial. See it for bakeries, or check pricing. A birthday cupcake and a "happy birthday" from the counter. Groovy.
Questions people ask
What is a good birthday reward for customers?
Something they already like from you, free and small: a drink, a pastry, a scoop, a free add-on. It should feel like a gift, not a coupon.
How do I collect customer birthdays?
Ask for it as an optional field when people join your loyalty card. Make it clear it is for a birthday treat, and never make it required.
Do I need the year of birth?
No. You only need the month and day to send a birthday treat. Asking for less makes people more likely to share.
How long should a birthday reward last?
Give people a window, like the week of their birthday or a few days on each side. Not everyone can come in on the day itself.
Can birthday messages send automatically?
Yes, with a digital loyalty card. In Regulars, the birthday message is one of six automatic messages and goes out if you collect birthdays.
