NEW YORK, NEW YORK — JULY 17, 2025 — Rewards programs are evolving—and cardholders want in. Issuers seeking to expand their accelerated rewards beyond traditional categories like grocery, gas, and dining may find untapped potential in less conventional areas. According to Auriemma Group’s latest issue of Cardbeat US, cardholders express strong interest in earning 3% back on non-traditional categories such as streaming services, recreational activities, pet care, and self-care—highlighting new ways to capture attention and drive spend.
Streaming and digital subscriptions top the list of emerging non-traditional rewards, drawing interest from 4-in-10 cardholders when positioned as an additive 3% cash-back category. Recreational activities see similarly high demand, while meaningful shares also express enthusiasm for rewards tied to pet care and self-care—suggesting lifestyle-aligned rewards may offer a new path to differentiation.
“Everyday staples like grocery, gas, and dining will always be important, but non-traditional rewards offer a way to round out the value proposition,” says Jaclyn Holmes, Director of Research at Auriemma Group. “When rewards reflect the full range of consumers’ lifestyles, the card becomes more relevant—and more likely to become top-of-wallet.”
Non-traditional spend categories also resonate when redeeming rewards. Interest closely mirrors earning preferences, with 68% wanting to redeem points for recreational activities and 66% for streaming. More than half would also like redemption tied to self-care, pet care, and charitable giving.
Some issuers are already heading in this direction. Products like the Wells Fargo Attune, Capital One Savor, American Express Blue Cash Preferred, and Paceline Card blend traditional reward structures with lifestyle-focused benefits—reflecting a broader shift toward more relevant and holistic value propositions.
“Rewards aren’t just about what people buy—they’re about how they live,” says Holmes. “Issuers that recognize and respond to these evolving expectations will be the ones that remain top-of-wallet.”
Survey Methodology
Cardbeat US
This Auriemma Group study was conducted online within the US by an independent field service provider on behalf of Auriemma Group (Auriemma) in May 2025 among 800 adult credit cardholders. The number of interviews completed for both is sufficient to allow for statistical significance testing among sub-groups at the 95% confidence level ±5%, unless otherwise noted. The purpose of the research was not disclosed, nor did respondents know the criteria for qualifying.
About Auriemma Group
For more than 40 years, Auriemma’s mission has been to empower clients with authoritative data and actionable insights. Our team comprises recognized experts in four primary areas: operational effectiveness, consumer research, co-brand partnerships, and corporate finance. Our business intelligence and advisory services give clients access to the data, expertise and tools they need to navigate an increasingly complex environment and maximize their performance. Auriemma serves the consumer financial services ecosystem from our offices in New York City and London. For more information, call Jaclyn Holmes at (+1) 646-437-6114.
Media Contact
Jaclyn Holmes
Director of Research
(+1) 646-437-6114
jacyln.holmes@auriemma.group
Jonathan O’Connor
Senior Manager of Research
(+1) 646-437-6116
jonathan.oconnor@auriemma.group