Abstract: Examples provide an activity reward generator for generating customized activity-based rewards. A per-user activity threshold is generated for a user based on user data and/or transaction history data. A customized minimum transaction threshold is generated based on retail environment data and/or transaction history data associated with a retail environment. An amount of activity performed by a user within the retail environment is calculated based on activity data and an activity type for the user. If the calculated amount of activity exceeds the per-user activity threshold and a transaction total for a selected transaction completed by the user exceeds the customized minimum transaction threshold, reward point(s) corresponding to the amount of activity are given to the user. If the total number of reward points of the user exceeds a minimum rewards points threshold, providing a customized reward to the user.