H&M is cutting popular loyalty program perks

H&M is changing its loyalty program, cutting popular perks like the 10% sign-up discount and the annual 25% birthday discount starting March 17. Instead, members will receive exclusive lower prices and event invitations. The new member pricing aims to provide benefits throughout the year, while pre-access to sales will continue. This shift follows a recent increase in online return fees for all customers, including loyalty members. H&M's move to offer member-only pricing aligns with a trend among retailers, although it is one of the first fashion chains to do so. Other retailers, like supermarkets, have long provided discounts for loyalty program members.