Embodiments of the invention are directed to apparatus, methods, and computer program products for using e-receipts for micro loyalty targeting. The apparatus, methods, and computer program products comprise: a memory; a processor; and a module stored in memory, executable by a processor, and configured to: receive information associated with a purchase of an item, wherein the item includes an item category; increment a counter associated with the item category; determine, in response to incrementing the counter associated with the item category, if the counter equals or exceeds a predetermined threshold value; and transmit, in response to determining the counter equals or exceeds a predetermined threshold value, a message to a second apparatus.