Americans Show Strong Loyalty To Loved Ones — And To Their Favorite Brands

More than half of Americans would brave a dreaded trip to the DMV if it meant helping someone they care about, according to new research.

A recent survey of 2,000 U.S. adults explored the concept of loyalty, not only in personal relationships but also in their connections with brands and businesses. Conducted by Talker Research on behalf of Circle Ks Inner Circle Rewards Program, the survey found that 53% would endure the DMV for a loved one, and two in five would even consider donating an organ to family or friends.

Loyalty extends into professional support as well, with 62% willing to serve as a reference for an apartment or job. When it comes to entrepreneurial dreams, partners (35%) and best friends (27%) were named as the people respondents would most likely start a business with.

Even hypothetical windfalls reveal the strength of loyalty. If given $100,000, 82% said they would share their winnings with family and friends.

Brand loyalty runs similarly deep. The survey found that 57% have preferred brands for certain products, particularly shoes (52%), technology like phones and computers (51%), and hair products (50%). Loyalty also extends to services, with 71% favoring particular grocery stores, and 59% feeling loyal to certain restaurants and food services. A notable 39% have loyalty to specific gas stations, and 27% to certain convenience stores.

The bond between Americans and their favorite brands is often long-lasting. On average, respondents reported staying loyal to brands and products for 13 years, and 35% have maintained brand loyalty for two decades or longer. Almost three-quarters (74%) said they can tell the difference between products from different brands.

“Loyalty is fundamental to our relationships with family, friends, businesses and brands. The more loyalty you give, the more you get — and it deserves to be recognized,” said Rick Rasor, Vice President of Loyalty at Circle K. “That is why we are dedicated to rewarding customers for continually making us a part of their daily life.”

Benefits like free shipping and returns (38%), BOGO deals (35%), and weekly discounts (33%) were cited as key perks that reward loyal customers. Moreover, loyalty doesn’t stop at personal gain—58% of respondents said they are likely to share their rewards with family and friends.

The survey also touched on Americans willingness to participate in sweepstakes. Nearly two-thirds (63%) said they would enter for a cash prize, requiring an average minimum prize of about $31,600 to make it worthwhile. When asked how much money would change their life, the average answer was just over $70,000.

“No matter where our loyalties lie, they help guide our daily lives, choices and the connections we have with each other,” Rasor added. “To connect with our customers, were currently hosting the Big Circle K Giveaway, giving $100,000 to five people across the nation. Of course, well leave it to them to decide how they share it!”