There are very few absolute truths in the world; death, taxes, and everyone likes free things. This would explain why 90% of Canadians have loyalty reward cards, and a surprising 40% have at least 4 rewards cards! While it can feel great to see your points add up, and the bliss you experience when you can finally collect a reward – I don’t personally use them because I feel that the cost does not equal the reward. Here’s why.
Loyalty reward cards encourage consumerism. In my personal experience, loyalty reward cards encourage spending. This is particularly problematic because they encourage spending at one single location. Take groceries for example. I have heard people say countless times that they shop at X store because of Y benefits. But if you commit to this mentality – how likely are you to shop around for deals? Read flyers? Find the best price? You’re not.
The benefits typically aren’t that great and you can easily lose more money in the long run. From what I have seen on the Canadian market, the rewards you can receive aren’t that great and not worth the hassle. It can take months, possibly even years to see any sort of benefit. For example, with Shoppers Optimum points, you earn 10 points per dollar spent… However, for the first tier of rewards, you need 8000 points (aka spend $800), in order to save a measly $10. It’s just not worth it.
They’re often tied to credit cards. Full disclosure: I loathe credit cards. I have one in the event that I need to rent a car/hotel/parking/etc but they’re awful. I feel that even the most disciplined people can struggle with using a credit card correctly (ie paying it off in full and never carrying a balance) – which is why I personally feel that it’s better to ignore them altogether. Plus, who in good conscience can charge consumers 19.99%+? Pure robbery.
The “rewards” can change at any time without the consumer’s consent. Remember the Air Miles fiasco that happened a few months ago? In 2016, Air Miles realized that it was bad business having unpredictable liabilities as they couldn’t predict when consumers would cash their “miles”. To combat this, they implemented a rule that miles expire after 5 years… And Air Miles consumers collectively lost their minds. And even worse, a lot of people ended up with garbage they would not have wanted in the first place. Unfortunately, rewards programs can change without notifying the consumer which could lead to a headache later on.
All of this being said: I’m definitely not perfect. I have 3 rewards programs cards currently in my wallet right now. But personal finance is about progress and not perfection, right?