M&S is giving away a record 920,000 free birthday treats to Sparks members this month – but thousands of shoppers could miss out for one simple reason.
The retailer is celebrating September, the UK’s busiest month for birthdays, with eligible Sparks members able to claim a free birthday treat.
But M&S says 60% of September-born Sparks members missed out because they had not added their date of birth to their profile.
The warning comes as M&S reveals that more than 30,000 Sparks customers celebrate their birthday on September 26 alone, making it the most popular birthday date in the UK.
And shoppers born in November have been given a deadline to make sure they don’t suffer the same fate.
Anyone with a November birthday needs to add their date of birth to their Sparks profile by September 27 to be eligible for their free birthday treat.
The deadline is linked to the Sparks programme’s requirement for members to register their birthday at least 35 days before their birth date.
How does the birthday reward work for Sparks members?
The birthday reward is automatically added to eligible Sparks accounts at the start of their birthday month.
The treats available can include cookies, Swiss chocolate truffles, Percy Pigs, roses, cake and even crémant, depending on what’s offered.
Customers then simply need to show the reward in the M&S app when they visit their local Foodhall to claim it.
M&S says cookies are currently the most popular birthday treat, followed by Swiss chocolate truffles and cake.
Find out more by registering here.
The retailer has also looked at how the cost of celebrating birthdays is affecting households.
Research of 2,000 UK adults found that 28% said birthday celebrations are becoming more expensive every year.
Some shoppers are finding ways to cut the cost, with 21% saying they combine family birthday celebrations, while 19% use loyalty savings and rewards to help pay for presents.
Another 15% said they go in with friends on joint gifts.
And it seems Brits are not forgetting themselves when it comes to birthday treats.
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More than one in five (21%) said they like to buy themselves a birthday present, while 17% said birthday perks give them an excuse to indulge.
For one in five people (20%), a birthday freebie feels more special than a standard discount or promotion.
Sharry Cramond, Marketing & Loyalty Director at M&S, 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.
“Even if everyone else forgets your birthday, M&S won’t! It only takes ten seconds to add your birthday to your Sparks profile and it’s the easiest birthday present you’ll ever receive.”
How to get the M&S birthday freebie
Sparks members, including new customers, can add their date of birth to their profile online or through the M&S app.
Once registered, eligible members will receive their birthday reward in the app at the start of their birthday month.
The reward must be registered at least 35 days before the birthday.
For shoppers with a November birthday, the deadline to add their date of birth is September 27, 2026.
The research was carried out by OnePoll on behalf of M&S among 2,000 UK adults between August 14 and 19, 2026.
