If a birthday falls anywhere on the calendar this month, it pays to open the M&S app right now. Marks & Spencer has confirmed that M&S Sparks gives away 920,000 free birthday treats this September, one of the largest single-month giveaways the retailer’s loyalty programme has ever run. Thousands of shoppers, however, risk missing the reward simply because their birth date is not saved in their Sparks profile [1][3].
Key Takeaways
- M&S Sparks gives away 920,000 free birthday treats this September, described by the retailer as “almost one million” rewards [1][2][7].
- Members must have their date of birth saved in their Sparks app profile to trigger the reward automatically [1][3][7].
- Treats include cookies, Swiss chocolate truffles, Percy Pigs, roses and crémant, redeemable mainly in M&S Foodhalls [1][2][4].
- A strict 35-day sign-up window applies; missing it can mean no treat is issued that year [3][5][12].
- M&S Credit Card holders enrolled in Digital Rewards may unlock a premium tier of birthday gifts [9][11][12].
What the M&S Sparks Birthday Giveaway Includes
The scale of this year’s promotion is notable. According to trade coverage, M&S timed the giveaway to land in what it calls the UK’s most popular birthday month, with 26 September reportedly the single most common birthday among its customer base [3][4][14]. That timing helps explain why the retailer chose September to spotlight its Sparks loyalty scheme so heavily.
Reported treat options include cookies, Swiss chocolate truffles, Percy Pigs sweets, fresh roses and bottles of crémant. Retail reporting notes that cookies remain the most popular pick, followed closely by truffles and cake [1][2][3][4][7]. Because M&S Sparks gives away 920,000 free birthday treats this September across such a wide product range, the reward can feel personal rather than generic.
How to Check Eligibility Before Treats Expire
Eligibility hinges on one simple detail: a saved date of birth. M&S and multiple outlets stress that adding or updating this information takes only seconds through the website or the M&S app [1][3][7][12]. Once saved, the birthday reward drops automatically into the Sparks rewards tab at the start of the member’s birthday month, ready to be scanned at checkout or loaded onto the digital card [3][7][12].
Consumer coverage has flagged a real risk here. Several reports describe “thousands” of shoppers potentially forfeiting their treat this year purely because their profile lacks a birth date [4][5][6]. The fix is quick, but it must happen before the retailer’s cutoff window closes.
The 35-Day Rule That Could Cost You Your Treat
This is the detail most likely to catch people out. Official Sparks terms state that a date of birth must be added at least 35 days before the start of a member’s birthday month, or the treat for that year may not be issued at all [3][5][12].
Practically, that means anyone with a November birthday needed their details entered by 27 September 2026 [3][5][7][12]. The rules also cap the benefit at one birthday treat per calendar year, so early planning matters more than last-minute app checks [12].
Premium Rewards for M&S Credit Card Holders
Not every birthday reward looks the same. M&S Credit Card customers enrolled in Digital Rewards, with a birth date on file, may be selected for a “premium range” of Sparks birthday treats. The app itself indicates whether a member has been chosen for this higher tier [9][11][12].
MoneySavingExpert’s analysis of the wider Sparks scheme notes that birthday perks have expanded since the loyalty programme’s revamp, now spanning food, drink, clothing, homeware and beauty, with past examples including Belgian flaked chocolate truffles and bottled alcohol [13].
Why the 920,000 Free Birthday Treats Matter for Loyalty Strategy
Retail analysts view this giveaway as more than a goodwill gesture. Trade media frame it as part of a deliberate push to grow Sparks sign-ups and deepen everyday engagement with the app, since a high-value, easy-to-claim freebie tends to bring lapsed shoppers back and encourages profile updates that keep customer data current [1][2][3][7][8][10].
Conclusion
M&S Sparks gives away 920,000 free birthday treats this September, but the reward is not automatic for everyone. Members need a saved date of birth, submitted at least 35 days ahead of their birthday month, to guarantee a treat lands in their account. The next step is simple: open the M&S app today, confirm the birthday field is filled in, and watch the Sparks rewards tab for a treat ready to redeem in-store before the month runs out.
References
[1] Ms Gives Away Almost One Million Birthday Treats As It Pushes Sparks Sign Ups – https://www.grocerygazette.co.uk/2026/09/21/ms-gives-away-almost-one-million-birthday-treats-as-it-pushes-sparks-sign-ups/ [2] Ms Brithday Loyalty – https://www.retailgazette.co.uk/blog/2026/09/ms-brithday-loyalty/ [3] Ms Gives Away Nearly One Million Birthday Treats In September – https://insidefoodanddrink.com/ms-gives-away-nearly-one-million-birthday-treats-in-september/ [4] 26571397.60 M S Customers Missing Free Birthday Treat – https://www.thetelegraphandargus.co.uk/news/26571397.60-m-s-customers-missing-free-birthday-treat/?ref=yahoo [5] Ms Sparks Card Freebie – https://www.thesun.co.uk/money/40454096/ms-sparks-card-freebie/ [6] M And S Gives Away Almost One Million Birthday Treats As It Pushes Sparks Sign Ups – https://ground.news/article/m-and-s-gives-away-almost-one-million-birthday-treats-as-it-pushes-sparks-sign-ups [7] Ms Is Giving Away Almost One Million Free Birthday Treats To Sparks Members This September – https://vergemagazine.co.uk/ms-is-giving-away-almost-one-million-free-birthday-treats-to-sparks-members-this-september/ [8] Marks+and+spencer – https://www.newsnow.co.uk/h/Industry+Sectors/Retail/Supermarkets/Marks+and+Spencer [9] Digital Rewards – https://www.marksandspencer.com/c/money/credit-card/digital-rewards [10] Marks+and+spencer – https://www.newsnow.co.uk/h/Industry+Sectors/Retail/Department+Stores/Marks+and+Spencer