Weigel’s supported more than 20 million reward transactions in 2025, the convenience-store chain reported in its end-of-year review.
That’s almost 1 billion points redeemed and more than $17 million in customer savings on merchandise, food and fuel.
The program welcomed more than 113,000 new registered members, bringing total registered membership to over 527,000. Monthly active members averaged over 305,000, representing a double-digit increase compared with 2024 and contributing to broader adoption across the network, the Powell, Tennessee-based chain said. More than 42% of customer transactions are tied to the retailer’s loyalty program.
- Weigel's is No. 84 on CSP’s 2025 Top 202 ranking of convenience store chains by store count.
Weekly active app users increased more than 30% year over year. Weigel’s gamification feature, the Weigel’s Arcade, recorded more than 2.3 million game plays during the year.
12 Days of Christmas campaign
Weigel’s 12 Days of Christmas 2025 program delivered one of the strongest holiday engagement periods in the company’s history, with more than 1.5 million total app engagements, the company said. That’s an increase of 3,000% compared with last year.
The program combined daily free offers, gamification and digital-first communication through the MyWeigel’s Rewards platform.
Unique app users increased 89%, while overall app sessions rose 49%, signaling deeper and more frequent interaction during the holiday period. Push notifications supporting the program generated a 3.6% open rate, reinforcing the effectiveness of timely, relevant messaging during peak retail days, Weigel’s said.
New features were introduced for 2025, including 12 Days Streaks and daily Scratch Games. The Streaks feature generated 93,644 redemptions, with nearly 20% of participants completing the full 12-day streak.
A key component of the program was the return of the VIP Experience, which provided existing rewards members with an early look at all offers available throughout the 12 days. This experience was supported by coordinated email communications, app takeovers, push notifications and a dedicated in-app hub for customers to plan ahead and engage intentionally throughout the promotion.
Scratch Games were played more than 555,000 times, featuring Weigel’s private label products and lottery scratch ticket rewards. These experiences drove in-app interaction and supported incremental visits throughout the promotional window.
Loyalty performance remained strong throughout the program, with active members increasing 10.6% and registered active members growing 17.8%. Transaction activity tied to MyWeigel’s Rewards increased 11%, while reengagement among customers inactive for 90 days or more rose 58%, highlighting the program’s ability to bring customers back into regular shopping routines.
The 2025 program also marked the first year that 21-plus offers were included in 12 Days of Christmas.
Overall redemptions increased 10% year over year, while loyalty penetration rose 1.5%, helping offset broader industry traffic pressures during the holiday season. Average customer savings increased more than 20%.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.