Why Is Vanessa Holding Grandma’s Favourite Plate?

If you’re wondering why Vanessa is clutching a retro floral plate that looks like it stepped straight out of Grandma’s 1970s kitchen, no, she hasn’t embraced a full vintage lifestyle (yet). She’s simply rewinding to where it all began: a time when shopping was just as much about the stamps as it was about the spuds.

Back in the day (when Vanessa was but a young spring chicken!) loyalty schemes were everything. Shopping trips with Mum were full of excitement, not just for picking out biscuits, but for the thrill of collecting the next piece in the crockery collection from Gateway (which later became Somerfield, before being swallowed up by Co-op).

Each stamped page in the book was a golden ticket. Every piece of crockery earned was a mini celebration. Mum was delighted. Dad? Less so. He found himself making yet another trip to B&Q to extend the kitchen cupboards to house the ever-growing, ever mismatched, but utterly cherished collection.

"These early memories,” Vanessa says, grinning over her vintage plate, “sparked my lifelong obsession with the psychology of loyalty schemes.”

Fast forward to 2025, and Morrisons is bringing that magic back — minus the storage crisis.

Morrisons Fresh Take on an Old Favourite

Morrisons has launched More Card Stamps, a new loyalty scheme that rewards customers with free premium Pyrex products — just for doing their regular shop. Spend £10 or more, get a stamp, and collect enough to redeem for kitchenware worth up to £30.

It’s part of the wider Morrisons More Card programme, where shoppers already enjoy Exclusive discounts, and 5 points for every product purchased.

Now, they can earn something tangible too — the kind of durable, premium cookware that doesn’t just sit pretty in the cupboard but actually gets used. Often.

And It's Blooming

It’s not just Morrisons bringing back the joy of collecting. Our client Squire’s Garden Centre has adopted this classically understated, reward-winning concept too. Their scheme is delightfully simple: spend £10, collect a digital stamp, and after five stamps, you receive a £5 voucher.

It’s proof that the essence of loyalty hasn’t changed — just the format. Whether it’s Pyrex in your trolley or petals in your potting shed, the thrill of earning something real for everyday spending is as powerful as ever.

So, in Reality...

Loyalty isn’t new. It’s been around for donkey’s years. Passed down through till receipts, stuck in sticker books, and laid out on kitchen tables next to a cuppa and a pen.

The plates might be shinier and the process digital, but the feeling is the same; that little thrill when your ordinary shop turns into something special. Something real. Something that might even outlast your microwave!