**M&S Announces Timeline for Resumption of Sparks Gifts Scheme Following Cyber Attack**
Marks & Spencer (M&S) has provided reassurance to its customers regarding the much-anticipated return of the Sparks rewards scheme, following a significant disruption caused by a cyber attack. While the retail giant has made progress in restoring key online services, certain aspects of the Sparks loyalty programme—most notably the Birthday Treat feature—remain temporarily suspended.
In early June, M&S resumed its online ordering facility, much to the relief of shoppers who had been unable to make digital purchases for several weeks. The pause in the company’s digital operations was a direct response to the widespread cyber incident that affected several UK retailers. Customers can now once again access a selection of the retailer’s bestselling fashion lines for home delivery across England, Scotland, and Wales. Plans are also in place to gradually increase the availability of products and expand delivery options to include Northern Ireland and Click and Collect services in the upcoming weeks.
However, despite the progress made in online sales, other services under the Sparks rewards programme continue to experience disruptions. M&S has acknowledged that their personalised offers and exclusive gifts, including the popular Birthday Treat—a perk offering a complimentary present such as prosecco, biscuits, or other M&S favourites—are still on hold.
A number of Sparks members voiced concern on social media about the ongoing suspension, particularly those who narrowly missed out on their birthday rewards due to their birthdays falling during the period of disruption. One customer, dismayed at not receiving their treat the day after turning 40, contacted M&S for clarification.
Responding to queries, an M&S representative provided reassurance, stating: “We’re working hard to resume normal Sparks services. Once Sparks is back up and running we’ll be in touch about your Delivery Pass. Customers who are eligible for a Birthday Treat in June will receive this at a later date once the system is fully restored. Thank you for your patience and continued support, we are incredibly grateful.”
It’s worth reiterating that the range of Birthday Treats is curated by M&S and can vary from clothing and beauty items to food and drink treats. As outlined on their website, the retailer maintains discretion over which gifts are made available and notes: “The birthday treat that a customer receives is final and M&S shall not be liable should the birthday treat not be suitable to a customer.”
For those keen to redeem their delayed birthday gifts, M&S advises updating personal details, including date of birth, on the Sparks profile via the M&S website or app. The retailer notes, however, that registering a birthday less than 35 days ahead of the date may result in a delayed reward until the following year.
M&S has also addressed wider security concerns in light of the cyber attack. Shoppers are urged to stay vigilant against potential scams, as some personal data—such as email addresses and order histories—may have been compromised during the breach. The company continues to stress the importance of cybersecurity awareness and is working closely with authorities to bolster its defences.
Looking ahead, the retailer has pledged to keep customers informed of all Sparks service updates as restoration efforts continue. “Thank you sincerely for your support and for shopping with us,” said John Lyttle, M&S Managing Director of Clothing, Home and Beauty. He reaffirmed the company’s commitment to customer safety and satisfaction amid ongoing recovery efforts.
The situation highlights the growing importance of digital infrastructure for the UK retail industry. As M&S gradually restores its full array of services, many loyal Sparks members are hopeful that the popular perks—particularly the cherished Birthday Treats—will return in the near future.