M&S has made a record 920,000 free birthday treats available to Sparks members in September, as the retailer looks to drive greater engagement with its loyalty scheme.

However, 60 per cent of eligible September-born members missed out because they had not added their birthday to their Sparks profile, prompting M&S to encourage more customers to update their details.

September is the UK’s most popular birthday month, with almost 2,000 children born every day, while 26 September is the country’s most common birth date.

M&S said more than 30,000 Sparks members celebrate their birthday on that day alone.

Eligible members can choose from a range of free birthday rewards including cookies, truffles, Percy Pigs, flowers and crémant, with the offer appearing automatically in accounts at the start of their birthday month.

Cookies are currently the most redeemed birthday treat, followed by Swiss chocolate truffles and cake.

M&S research found 28 per cent of consumers believe birthday celebrations are becoming more expensive each year.

Some 19 per cent said they use loyalty savings and rewards to help cover the cost of presents, while 20 per cent said a birthday freebie feels more special than a standard discount or promotion.

M&S marketing and loyalty director Sharry Cramond said: “We are so proud to give away close to one million birthday treats to our Sparks members every month, it’s one of our favourite ways to say thank you to our customers.”

She added that members can add their birthday to their Sparks profile in seconds to ensure they receive their reward.

Customers with birthdays in November must register their date of birth by 27 September to qualify, in line with Sparks’ 35-day sign-up window.

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