[Knoxville, TN – January 2026] – Weigel’s successfully concluded its 12 Days of Christmas 2025 program, delivering one of the strongest holiday engagement periods in the company’s history. Designed to reward guests while driving meaningful loyalty participation, the program combined daily free offers, gamification, and digital-first communication through the MyWeigel’s Rewards platform.

A key component of the program was the return of the VIP Experience, which provided existing rewards members with an early, comprehensive look at all offers available throughout the twelve days. This experience was supported by coordinated email communications, app takeovers, push notifications, and a dedicated in-app hub, ensuring guests could plan ahead and engage intentionally throughout the promotion.

Strong Digital Engagement and Loyalty Growth

The 12 Days campaign drove over 1.5 million total app engagements, representing an increase of more than 3,000 percent compared to the prior year’s program. Unique app users increased 89 percent, while overall app sessions rose 49 percent, signaling deeper and more frequent interaction during the holiday period. Push notifications supporting the program generated a 3.6 percent open rate, reinforcing the effectiveness of timely, relevant messaging during peak retail days.

Loyalty performance remained strong throughout the program, with active members increasing 10.6 percent and registered active members growing 17.8 percent. Transaction activity tied to MyWeigel’s Rewards increased 11 percent, while reengagement among guests inactive for 90 days or more rose 58 percent, highlighting the program’s ability to bring guests back into regular shopping routines.

Gamification Driving Participation

Building on the success of Weigel’s ongoing gamification strategy, new features were introduced for 2025, including 12 Days Streaks and daily Scratch Games. The Streaks feature generated 93,644 redemptions, with nearly 20 percent of participants completing the full twelve-day streak, reinforcing habitual engagement across the holiday period.

Scratch Games were played more than 555,000 times, featuring Weigel’s private label products and lottery scratch ticket rewards. These experiences drove consistent in-app interaction and supported incremental visits throughout the promotional window.

Expanded Offers and In-Store Impact

The 2025 program marked the first year that 21+ offers were included in 12 Days of Christmas. Participating brands experienced strong engagement during the promotional period, contributing to increased visibility and sustained performance following the campaign.

Overall redemptions increased 10 percent year over year, while loyalty penetration rose 1.5 percent, helping offset broader industry traffic pressures during the holiday season. Average guest savings increased more than 20 percent, reinforcing the value-driven nature of the program for participating guests.

Powered by Strong Partnerships

The success of the 12 Days of Christmas was made possible through close collaboration with key partners. On the digital side, Rovertown, Weigel’s app provider, supported the delivery of gamification features, streaks, and scratch games, while PDI provided the loyalty and data infrastructure that enabled real-time rewards, personalization, and performance tracking throughout the campaign.

Together, these partnerships ensured the program was cohesive across physical and digital environments—creating a seamless experience for guests from the store floor to the app.

A Holiday Program Built for Guests

The 12 Days of Christmas continues to serve as a cornerstone of Weigel’s loyalty strategy—designed to recognize guests, encourage repeat visits, and create positive experiences during a busy time of year. Through a combination of digital innovation, practical rewards, and thoughtful execution, Weigel’s delivered a holiday program that balanced engagement, value, and operational performance.

Weigel’s looks ahead to building on this momentum in 2026, continuing to refine how loyalty, gamification, and digital communication can support both guests and store teams across the communities it serves.

For more information on MyWeigel’s Pay and other convenient ways to experience Weigel’s, visit weigels.com or follow @weigelsstores on X, Instagram, and Facebook.