FOR IMMEDIATE RELEASE
May 27, 2026
Contact: cra@calretailers.com
At a Time When Every Dollar Counts, Assembly Advances Bill That Could Limit Consumer Savings
SACRAMENTO, Calif. — FOR IMMEDIATE RELEASE
Statement from Rachel Michelin, President and CEO of the California Retailers Association, on Assembly Passage of AB 2564
“Today’s Assembly vote on AB 2564 is disappointing and difficult to reconcile with the Legislature’s stated commitment to affordability.
At a time when Californians are facing some of the highest housing costs, grocery prices, utility bills, and fuel costs in the nation, consumers need more opportunities to save money, not fewer. Yet this legislation threatens the discounts, loyalty rewards, coupons, and savings opportunities that millions of Californians rely on every day to stretch their household budgets.
What makes this vote particularly frustrating is that it was entirely avoidable. The California Retailers Association and a broad coalition repeatedly offered amendments that would prohibit discriminatory price increases while preserving discounts and loyalty programs for consumers. Those proposals were not accepted.
The question before lawmakers should be simple: should Californians continue to have the freedom to choose whether participating in a loyalty or rewards program is worth the benefits they receive? We believe that decision belongs to consumers, not government.
Nearly 80 percent of consumers participate in loyalty programs, and polling shows overwhelming opposition to policies that would eliminate personalized discounts and coupons. Consumers value savings, especially when every dollar matters.
At a time when Californians are worried about the cost of groceries, housing, gas, and everyday necessities, lawmakers should be focused on expanding opportunities for consumers to save money – not restricting them.
As AB 2564 moves to the State Senate, the California Retailers Association will continue advocating for affordability, consumer choice, and common-sense solutions that protect consumers’ ability to access the discounts and rewards they depend on every day.
California consumers deserve better.”
Rachel Michelin
President & CEO
California Retailers Association
