Since CVS doesn't have a household account system in place, you have to set up individual account for each member.

CVS will email or send out promo or item-coupons to account holders, based on their shopping patterns. Besides, the Extra Bucks Rewards (ECBs) are account-specific and certain sales/promo have a cap (from 1 to 5 purchases) on each account. It won't be wise to concentrate your household spending using one card if you want to maximize your ECBs.

One thing to keep in mind though. Because quite a few people have been seriously "abusing" CVS's loyalty program (meaning the same person having, I don't know, 10 cards or more by her/himself, and clear out the shelves grabbing sales items) and open their own "red-cross" shops (), CVS has placed a limit on how many cards one household (maybe by mailing address?) may have. They will lock the cards and suspend ECBs if suspicion has been raised. I don't know how many family members you have. You may not want to have say 4 cards registered to one address, just to be on the safe side.

I advice you to visit SD's drugstore forum (link: here). It's a very active forum with tons of tips and deals to maximize the ECBs earning and rollover ECBs. The Newbie Guide to CVSing sticky thread should be very useful .