More than half of M&S shoppers are missing out on their free birthday treat

Hundreds of thousands of Sparks members could be overlooking a free birthday reward, with M&S warning that customers need to register their date of birth in advance.

If you have an M&S Sparks account, there is one detail worth checking before your next birthday.

Marks & Spencer has revealed that 60 per cent of eligible Sparks members born in September are missing out on the retailer's free birthday treat because they have not added their date of birth to their profile.

It is particularly significant this month. September is Britain's busiest period for birthdays, and M&S made 920,000 birthday treats available to eligible Sparks members during the month.

That means a considerable number of customers could be passing up something they are entitled to simply because their account is missing one piece of information.

What can you actually get?

The birthday reward varies, with M&S offering treats from across its food, drink, clothing, home and beauty departments. Its current terms include categories ranging from bakery and confectionery to fruit and prosecco.

Among the examples highlighted by M&S for September are cookies, Swiss chocolate truffles, Percy Pigs, cake, roses and crémant.

Cookies are currently the most frequently redeemed birthday treat, followed by Swiss chocolate truffles and cake.

The offer forms part of the retailer's Sparks loyalty programme, which has been expanded this year. M&S describes the free birthday treat as one of the core benefits that has remained within the programme following its wider overhaul.

There is, however, an important condition.

Customers need to have their date of birth recorded in their Sparks profile sufficiently far in advance. M&S says details should be added at least 35 days before the birthday month, otherwise the customer may have to wait until the following year to receive a treat.

For somebody celebrating in November, M&S says that means adding their birthday by September 27 to be eligible this year.

Once eligible, the reward appears in the customer's Sparks account at the beginning of their birthday month. M&S also advises members to opt into Sparks marketing communications if they want to be notified when the treat arrives.

Birthdays are becoming more expensive

There is a broader reason M&S is drawing attention to the perk.

Research commissioned by the retailer among 2,000 UK adults found that 28 per cent believe birthday celebrations are becoming more expensive each year.

Consumers are responding in practical ways. Some 21 per cent said they combine family celebrations, 19 per cent use loyalty rewards or savings towards presents and 15 per cent club together with friends to buy joint gifts.

One in five said receiving a birthday freebie feels more special than an ordinary discount or promotion.

For M&S, that makes the birthday treat more than another temporary offer. It is a relatively small loyalty benefit attached to a moment when customers are particularly receptive to being given something rather than being asked to spend.

And for Sparks members, the message is considerably simpler: check whether M&S actually knows when your birthday is.

Check your M&S Sparks birthday reward details