H&M ends popular birthday discount program starting March

H&M will end its birthday discount program, which offered members a 25% discount on their birthdays, starting March 17. This change is part of a broader update to their loyalty scheme, which will now focus on exclusive prices and event invitations. Additionally, H&M will no longer provide a 10% discount for new members. The retailer has also increased online return fees from £1.99 to £2.95, disappointing many customers who previously enjoyed free returns. These changes follow a trend among retailers, as H&M joins other brands in modifying their loyalty programs and return policies. The company aims to enhance the membership experience with new benefits throughout the year.