The Happy Birthday feature has been enhanced with more flexible reward delivery and new reward types to support stronger birthday campaigns.

What’s changing

Two key improvements are now available:

1. Backdated birthday rewards
You can now choose to send birthday rewards to customers who were missed while the rule was turned off or paused. This helps ensure eligible customers don’t lose out on their birthday benefits.

2. New reward types: discounts
In addition to points, Happy Birthday rewards now support:

• Amount discountsPercentage discounts

This allows you to encourage immediate purchases during a customer’s birthday period, instead of only offering long-term point accumulation.

Why this matters

Birthday campaigns often get missed because rules are paused, adjusted, or launched late. The new backdated reward option helps you avoid disappointing customers and reduces manual follow-ups when this happens.

Adding discount rewards also gives you more flexibility than points alone. Discounts are sometimes easier for customers to understand and more likely to drive an immediate purchase during their birthday month, helping you turn birthday rewards into real revenue instead of just long-term engagement.