Since the begining of the crisis, the use of loyalty cards by consumers has exploded, and consequently, companies try to offer new benefits to meet the new needs of consumers, focusing in particular on promotions and discounts. This article was released following the publication of a study by The Logic Group and Ipsos. According to this study, the Spanish have on average 5.8 loyalty cards, indicating a trend sharply upward. Moreover, 52% of the respondents said that the negative economic climate has led to an increased use of their loyalty cards, especially in restaurants and cafes. In addition, 21% have joined new programs for this reason, hoping to save money. These statistics validate the predictions made by the French agency 'Observatoire de la Fidélisation' in its Loyalty Barometer (http://www.observatoire-fidelite.com/barometre-de-la-fidelite).