Customers are up in arms as increasing numbers of big-name companies are reining in their reward programs - including birthday freebies and discounts.Rewards, including free drinks or discounted meals or products, have long been a way for brands to build up loyal customer bases and incentivize spending. Dunkin' Donuts stopped giving customers a free drink on their birthday in fall last year - instead offering triple loyalty points on a purchase. On June 1, beauty giant Sephora started requiring customers to spend at least $25 to claim a free gift and loyalty points when shopping online during their birthday month.
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