Morrisons is reminding customers to check their More Card balances as almost £30 million in unredeemed ‘More Card Fivers’ remain unused ahead of the Christmas shop.
The supermarket said many households save their vouchers for December, a period when basket sizes rise and families look for ways to reduce festive costs.
Customers earn a £5 reward for every 5,000 More Points collected in stores or online, and can spend the voucher on any future shop. Points can be viewed through the app, on receipts or by scanning the physical card in store.
The reminder comes as shoppers face one of the highest-spend weeks of the year. For many, the unused rewards could make a meaningful difference to the total Christmas food bill.
A large share of More Points is typically collected on everyday own-label items, which reinforces the value focus that has shaped UK grocery in recent years. It aligns closely with wider shifts we track in Private Label Products in UK Supermarkets, where loyalty schemes increasingly guide how customers plan their weekly shop.
Points expire 12 months after being earned if they are not converted. Morrisons is encouraging customers to check the app or website to avoid losing older balances before the December rush.
For suppliers and category teams, the timing also matters. Loyalty activations like this influence promotional planning, Christmas volume forecasts and the type of products shoppers prioritise. This is something many readers consider when reviewing Supermarket Buyer Contacts UK, especially as December remains a peak negotiation month across multiple categories.
Why It Matters
Morrisons’ push shows how competitive the Christmas trading period has become. Loyalty schemes are now a core lever in helping shoppers manage budgets and in shaping retailer share during the final weeks of the year. Reminding customers to redeem existing value is a simple move, but one that fits with a wider industry trend toward more active loyalty engagement during high-inflation periods.
Editor’s note: All information in this story is based on Morrisons’ official announcement published on 10 December 2025. No additional figures or claims have been added beyond what the retailer confirmed.
