A loyalty program's cost has two parts: the tool you run it on and the rewards you give away. Paper cards are cheapest to start, a custom app is the most expensive, and monthly subscription tools sit in between. Regulars, for example, starts at $49 USD a month with a 30-day free trial.
What are the main costs of a loyalty program?
There are four buckets. Most owners only think about the first one.
- 🧰 The tool. Paper, an app, or a subscription.
- 🎁 The rewards. Every free coffee has a real cost.
- ⏱️ Staff time. Stamping, explaining, sorting out problems.
- 🕳️ Leakage. Lost cards, copied stamps and extra punches.
How much do paper punch cards cost?
Paper costs the least to start. You pay for printing and a stamp or hole punch. Prices depend on your printer, the card stock and how many you order, so get a couple of local quotes.
The hidden costs are the ones you can't see on an invoice:
- Cards get lost, washed or left at home, so customers lose interest.
- Stamps are easy to copy. See how to stop punch card cheating.
- You learn nothing. You can't tell who stopped coming or send them a note.
- You reprint every time you change the design or rules.
How much does a custom loyalty app cost?
A custom app is usually the most expensive path. You pay a developer to build it, then keep paying to update it for new phone versions and app store rules. The price varies hugely by developer and features, so we won't guess a number.
The bigger cost is often adoption. Customers have to find, download and open your app. Many won't do that for one local shop. For a deeper look, see Regulars vs a custom loyalty app.
How much do subscription loyalty tools cost?
Most loyalty tools for small shops charge a monthly fee. Prices vary by tool and plan. Before you pick one, compare these things, not just the sticker price:
| Ask about | Why it matters |
|---|---|
| Per-location fees | A second shop can double the bill. |
| Customer limits | Some plans cap how many cardholders you can have. |
| Message limits | Reminders are where retention happens. |
| Hardware | Tablets or scanners add up fast. |
| Contract length | Can you leave if it doesn't work out? |
| Who owns the customer list | You should be able to take it with you. |
How much do the rewards really cost?
Less than the menu price. Your real cost is what it costs you to make the item, not what you charge.
Here's a simple way to think about it. Say your latte costs you a small fraction of its price to make. On a "buy 9, get the 10th free" card, that one free latte is spread across nine paid visits. Work out the math with your own numbers:
- Find your cost. What does the free item cost you to make?
- Count the paid visits. How many to earn the reward? (9 on a buy-9 card.)
- Divide. Cost of the reward ÷ paid visits = reward cost per visit.
Then ask: would one extra visit a month from a regular cover that? If yes, the reward pays its own way. Far out. For reward ideas that feel generous but stay cheap, see the best rewards for a coffee shop.
How much does Regulars cost?
Here's our pricing, in USD. We also bill in CAD, GBP, EUR, AUD, NZD and MXN.
| Plan | Monthly | Yearly | Extra locations |
|---|---|---|---|
| Starter | $49 | $490 | 1 location |
| Growth | $99 | $990 | +$49/month each |
| Pro | $199 | $1,990 | +$79/month each |
What's included on every plan:
- Stamp or points card in Apple Wallet and Google Wallet.
- Scanner on any phone or tablet. No hardware to buy.
- Six automatic messages and a counter poster.
- Unlimited cardholders (fair use). You own your customer list.
- 30-day free trial, cancel anytime, no contract.
Starter includes 4 message blasts a month. Growth adds unlimited locations, unlimited blasts, full reports and CSV export. Pro adds Mindbody integration and removes "Powered by Regulars" from the card. Running 10 or more locations? Email hello@walletregulars.com. Full details on the pricing section.
What about the cost of staff time?
It's real, and it's easy to forget. Every minute spent hunting for a stamp, explaining rules, or settling a "but I had 8 stamps" debate is a minute not serving the next person in line.
Pick a setup that is quick at the till. A scan that takes a second beats a paper card that takes thirty. Clear written rules save time too, because staff don't have to make calls on the spot.
Which option is right for your shop?
It depends on what you want to know and do. If you just want a simple card and don't care about data, paper is fine. If you want to see who comes back and remind people who drift away, a digital tool earns its keep. Try one for a month, watch your return visits, and decide with real numbers.
Questions people ask
What is the cheapest loyalty program to start?
Paper punch cards usually cost the least to start: printing plus a stamp or punch. The trade-off is lost cards, easy cheating and no data on who comes back.
How much does it cost to build a loyalty app?
It varies a lot by developer and features, and you pay for upkeep and app store updates too. For most single shops it is the most expensive option by far.
What does the reward itself cost me?
Your cost is what it costs you to make the free item, not its menu price. Spread that over the number of paid visits it takes to earn it.
How much does Regulars cost?
Starter is $49 a month, Growth is $99 a month and Pro is $199 a month (USD), with yearly options. Every plan has a 30-day free trial and no contract.
Are there hidden costs with loyalty programs?
Watch for per-location fees, setup fees, hardware, and limits on how many customers or messages you get. Ask about each before you sign up.
