Marks & Spencer (M&S) has reinstated its popular birthday gift freebie for Sparks loyalty members following a temporary suspension. This initiative, part of a broader customer thank-you campaign, offers a free treat to eligible members during their birthday month. The programme was paused in April 2025 due to a cyber attack that affected various M&S systems, including click-and-collect, payments, and member perks. The relaunch has been confirmed by M&S and reported across multiple news outlets.
The birthday gift is distributed through the M&S Sparks app. To be eligible, customers must have a Sparks account and ensure their date of birth is correctly entered in their personal details section. M&S emphasises that no birthday input means no birthday surprise. The retailer has announced that over 1.8 million gifts will be distributed in August 2025. Additionally, customers with birthdays in May, June, and July 2025, who may have missed out during the suspension, are also eligible to receive a belated treat.
The specific treat offered varies between customers. Available options include: * Swiss Dark Chocolate Truffles (205g box, usually £6.50) * Swiss Milk Chocolate Truffles (205g box, usually £6.50) * Made Without Dairy Truffle Selection (120g box, usually £6) * Plant Kitchen Cocoa Dusted Truffles (260g box, usually £7.50) * Mini rolls * Fresh fruit (e.g., grapes) * Cookies * A bottle of prosecco * Percy & Colin treats * Mini cupcakes
The selection is visible in the customer’s Sparks hub at the start of their birthday month. An M&S spokesperson stated that the birthday treat option will vary between customers, and some might not be able to claim the freebie at all. The more a customer shops with Sparks, the more likely they are to be offered a free treat or have their shopping paid for. To receive notifications about new treats, customers must opt in to receive Sparks marketing messages via email or the M&S app.
There are important eligibility rules and logistical considerations. The birthday treat must be collected in-store. Shoppers have the entire month of their birthday to pick up their gift. However, if a birthday falls at the end of the month, it is advised to visit the store sooner rather than later to avoid missing out, as there may be a cut-off date. For the birthday gift specifically, birthdays need to be updated within 35 days of the date itself to be eligible for the treat.
The relaunch of the birthday freebie is part of a wider return of Sparks perks, including the M&S Café coffee stamp scheme, which offers free drinks to regulars. The initial pause was necessary after a ransomware attack over Easter disrupted M&S's systems. The return of these perks is being welcomed by consumers, with deal experts highlighting the value of such loyalty rewards.
How to Claim Your M&S Sparks Birthday Gift
To claim the birthday freebie, follow these steps based on the provided information: 1. Ensure Sparks Membership: You must be a registered member of the M&S Sparks loyalty programme. 2. Update Personal Details: Log into your Sparks account (via the app or online) and navigate to the ‘personal details’ section. Enter your correct date of birth. It is crucial to do this within 35 days of your birthday to be eligible for the treat. 3. Check Your Sparks Hub: At the start of your birthday month, check the Sparks hub in your app for your available birthday treat offer. The offer will be visible there. 4. Opt-In for Notifications: To ensure you are aware of all available treats, including the birthday offer, opt in to receive Sparks marketing messages. This can be done through your account settings. You will then receive an email or app notification when a new treat, including the birthday gift, is available. 5. Collect In-Store: The birthday gift must be collected from a physical M&S store. There is no online redemption option for this specific freebie. 6. Redeem Within the Month: You have the entire month of your birthday to collect your gift. However, for birthdays at the end of the month, it is recommended to visit the store early to avoid any potential cut-off dates or stock issues.
Important Considerations and Limitations
- Variability of Offers: The specific gift you receive is not guaranteed and will vary based on your profile and what M&S makes available. Some customers may receive premium items like chocolate truffles or prosecco, while others might be offered more basic items like fruit or cookies.
- Stock Availability: As with any in-store promotion, stock is subject to availability. Visiting earlier in the month increases the likelihood of obtaining your preferred choice.
- Cyber Attack Impact: The programme was previously suspended due to a major cyber attack. While M&S has restored the service, customers should be aware that technical issues could potentially recur, though the current relaunch suggests systems are operational.
- Other Sparks Perks: The birthday gift is one of many potential rewards within the Sparks programme. Members may also receive offers for clothing, home goods, and other services, and the programme is linked to the M&S Café coffee stamp scheme.
Conclusion
The M&S Sparks birthday gift freebie is a valuable loyalty perk that has been successfully relaunched following a temporary suspension due to a cyber attack. The programme rewards customers with a free product during their birthday month, with a wide variety of treats available. Eligibility is straightforward: customers must be Sparks members with an updated date of birth in their profile. The gift must be collected in-store within the birthday month, with an important note that birthdays at the end of the month should be addressed early to avoid missing out. The offer is part of a broader thank-you campaign from M&S and underscores the importance of keeping loyalty app details current to maximise benefits.