My fellow marketers can relate: I have an inability to turn my marketing brain off. When I get a birthday offer, you can bet that it's going to be looked at with a critical eye and attention to the details.
Small occupational hazard? Yes. Does it provide everyone else with valuable insights about effective loyalty programs? Also yes!
And since my own birthday just came and went, I've been bombarded with all sorts of deals and discounts. Let's talk about these offers and see which ones truly stand out 🎁
What Makes a Birthday Offer Stand Out?
I judge these offers on three key factors:
- Personalization: Does the offer feel like it was made just for me?
- Value: Is the deal actually worth it?
- Timeliness: When did the offer arrive? Timing is everything.
A quick disclaimer before we begin: this is solely about the birthday offers themselves. We're not here to pass judgment on the overall quality of these brands and whether the brand is good/bad.
Okay, now let's go.
The Gold Standard
When customers can rely on your brand to celebrate their special day, it strengthens loyalty and keeps them coming back. A dependable birthday offer creates excitement, giving people something to look forward to—and even plan around.
Take Starbucks as the gold standard. Their free birthday drink is a straightforward yet powerful gesture that makes customers feel appreciated. It’s a perk we look forward to every year, reinforcing our bond with the brand in a meaningful way.
Overall rating: 8/10
What's your go-to freebie order? This year, I switched it up with a Grande Mango Dragonfruit Lemonade Refresher 💖
A Mixed Bag
Tentree’s birthday offer this year is a noticeable improvement in value! They’ve upped the bonus points from 50 (a $2 value) last year to 250 points, which translates to $10. This increase makes the offer much more appealing and worthwhile.
The email itself still features the same adorable style of graphics as last year, which adds a nice personal touch. However, the timing was a bit off—it arrived a few days after my birthday, which felt strange. That could've just been a glitch in their system, though.
Additionally, while the offer is better, the email would benefit from clearly stating the monetary value of those points. Transparency like that could make the offer feel even more rewarding.
Overall, the improvements in value are balanced out by the odd timing and lack of clarity.
Overall rating: 6/10
It's a Redemption Story
In the effort to be fully transparent, I was 100% prepared to roast this brand again.
If you’ve followed my birthday offer reviews in the past, you’ll know I haven’t exactly been a fan of PC Optimum’s trajectory. But this year, they may have turned things around.
Let’s rewind to last year: I ranted about their birthday offer—a box of cookies, and not even the good bakery ones!
This year, however, they’ve brought back points. Maybe they’re finally listening to customer feedback.
Here’s what I got: 20,000 bonus points when you spend $50 or more (before tax), with a full week to redeem the offer.
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It's a good time to restock on products I'm running low on/need to replace.
I went into this expecting another letdown, but I’m happy to say I was pleasantly surprised.
To update the progression of this brand's offers:
2022: Spend $30 on your birthday, get 20,000 bonus points.
2023: Spend $50 the day after your birthday, get 20,000 bonus points.
2024: Get a free box of PC Decadent cookies this week.
2025: Spend $50 one time, either on your birthday or the six days after your birthday, get 20,000 bonus points.
Is it the best? No. Did it break the cycle of progressively worse offers from this brand? Yes.
Overall rating: 6/10
Still Flying Pretty High
Aeroplan’s birthday offer this year sticks to its usual format, but with fewer options than before.
Program members can choose from three perks: 100 bonus points, 25% off base fares on domestic, transborder, and Caribbean flights for travel before December 17, 2025, or 250 points back when redeeming your current points for gift cards.
While these choices are solid, it’s worth noting that last year offered five options, making this year’s selection feel slightly pared down.
That said, the email itself is a standout. The animated graphic adds a fun, celebratory touch, and the personalization tokens are spot on, making the offer feel tailored and thoughtful. Aeroplan continues to deliver a polished experience, even if the variety of rewards has decreased.
And, I've finally learned to remember the contents of this offer so that this year, I can take advantage of the 25% off flights offer and use it on my vacation out west later this year ✈️
Overall rating: 7/10
The Book on Loyalty-Building
When customers know they can count on your brand to celebrate their special day, it builds loyalty and keeps them coming back. A reliable birthday offer gives people something to look forward to and even plan around.
I still love to use Indigo’s 20% off one purchase during your birthday month as an example. This approach creates flexibility while still delivering excitement (who doesn't love a new book?!?). Reward members can plan their shopping trip and use the discount on something meaningful to them, making the experience feel personal and rewarding.
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The only haul of new books I'll be doing this year.
Loyalty programs like this show customers that they’re appreciated, which plays a huge role in keeping them choosing you over competitors. Thoughtful gestures like these can turn a simple discount into a memorable brand interaction.
The email body itself could still use a little pizzazz, like the confetti in the Aeroplan email or the hand-drawn imagery in the Tentree email. Aside from that, Indigo is still delivering a masterclass in having their customers celebrate their birthday with them.
Overall rating: 9/10
Birthday Offers in Canada for 2025
- Starbucks: One free drink (any size) on your birthday.
- Tentree: 250 bonus points ($10 value).
- Indigo: 20% off one purchase during the month of your birthday.
- PC Optimum: 20,000 bonus points when you spend $50 or more before tax.
- Aeroplan: Choice of 100 points, 250 points back when redeemed for a gift card, or 25% off base fares on a domestic, transborder, or Caribbean flight by December 17, 2025.
- Three Ships: 200 bonus points ($10 value).
- Healthy Eats: $10 added to your digital wallet.
