Over half of Americans would perform this grueling task for their loved ones: poll

Loyalty runs deep: More than half of Americans would suffer through going to the DMV (53%) for the sake of their loved ones, according to new research. 

To understand how far people are willing to go to help others, a recent survey of 2,000 U.S. adults explored the concept of loyalty in terms of friends, family and even brands.

The DMV’s line is not the only sacrifice. Two in five Americans said they’d happily donate an organ to their family and friends, showcasing the depth of loyalty in interpersonal relationships.

According to the results, Americans would also act as a reference for an apartment or job (62%).

Partners (35%) and best friends (27%) were ranked as the top two most likely people respondents would start a business with.

And if $100,000 were to suddenly fall in their lap 82% of respondents are even likely to share their winnings with family and friends.

Conducted by Talker Research for Circle K’s Inner Circle Rewards Program, results also found that brands and businesses also pull a similar type of loyalty.

Almost three in five (57%) have certain items or services where they prefer one brand over another, including shoes (52%), technology, such as phones or computers (51%), hair products (50%) and clothing (44%).

Seven in 10 (71%) have loyalty to their grocery store, and 59% feel loyal to certain restaurants and food services, while others prefer certain gas stations (39%) and convenience stores (27%).

In fact, the average American has remained loyal to their favorite brands and products for 13 years, while 35% indicated that two decades have passed. 

Nearly three-quarters (74%) even agreed that they can tell the difference between the same products made by different brands.

“Loyalty is fundamental to our relationships with family, friends, businesses and brands. The more loyalty you give, the more you get — and it deserves to be recognized,” said Rick Rasor, Vice President of Loyalty at Circle K. “That is why we are dedicated to rewarding customers for continually making us a part of their daily life.” 

Currently, Americans reap certain benefits from their unwavering loyalty, such as free shipping and returns (38%), BOGO deals (35%), daily or weekly discounts (33%) and even free items when they spend a certain amount (31%).

They also aren’t keeping them all to themselves — 58% of those polled are even likely to share their rewards with their family and friends.

The survey also explored Americans’ likelihood of participating in sweepstakes for a cash prize. According to the results, nearly two-thirds (63%) would take their chances.

At a minimum, Americans would need that winning amount to be a little over $31,500 ($31,609.70) for it to be worth it. 

And they don’t need the mega millions. The average American said winning just over $70,000 would completely change their lives. 

“No matter where our loyalties lie, they help guide our daily lives, choices and the connections we have with each other,” said Rasor. “To connect with our customers, we’re currently hosting the Big Circle K Giveaway, giving $100,000 to five people across the nation. Of course, we’ll leave it to them to decide how they share it!”

Survey methodology:

Talker Research surveyed 2,000 general population Americans; the survey was commissioned by Circle K and administered and conducted online by Talker Research between March 20 and March 24, 2025.