Giftcards.com and its parent company Blackhawk Network are consistently engaged in market research, consumer insights, trend analysis and case studies to deliver the most up-to-date statistics and learnings concerning the gift card industry. Bookmark this page to get the latest information and data on everything gifting and gift card related as we post our most recent research. 

Below is a selection of key learnings from the most recent report:

(1) Consumer Financial Concerns & Behavior

• Budget Anxiety is High
  • 74% of consumers are concerned about grocery and food prices, with the term "holidayflation" emerging as a key trend
  • 13% are buying fewer gifts for fewer people this year due to financial pressures
  • Despite concerns, consumers still want to celebrate and have fun, leading to strategic behavior changes

• Gift Cards as Budget Solutions
  • 74% bought gift cards last year to stick to their holiday budget
  • 59% say receiving gift cards reduces financial stress
  • Younger generations are shifting to gift cards 2x more than before to manage expenses
  • Gift card spending as a percentage of total holiday budget is rising significantly (men: 41%, up 18% YoY; women: 36%, up 5% YoY)

(2) Shopping Patterns & Timing

• Extended Shopping Season
  • One-third of shoppers begin before November
  • Early shoppers spend 20% more on holiday gifts
  • Shopping continues through December 24-25 (record volumes on those dates)
  • Strategy needed from early promotions through last-minute procrastinators

• Omnichannel is Essential
  • 77% shop in-store across all generations
  • Younger people slightly over-index online for convenience and crowd avoidance
  • This is an "and" scenario, not a shift—both channels matter equally

(3) Promotions Are Critical

• Massive Promotional Impact
  • 77% of consumers took advantage of promotions last year (expected to increase this year)
  • Consumers won't buy one-to-one—they actively seek value and deals
  • Younger generations use AI, Reddit, social media, and third-party channels to find deals
  • Key recommendation: Review promotional calendars and increase by 20-30%

(4) AI & Technology Influence

• Growing AI Adoption
  • 12% of younger generations currently use AI for deal-finding (expected to triple or quadruple by next year)
  • Shift from traditional Google search to AI-powered search tools
  • Agentic commerce is the future—brands need to prepare for AI agents making purchase decisions
  • Social commerce is exploding globally (especially APAC) and coming to the US

(5) Gift Preferences & Relationships

• Choice is King
  • Top preferences: Visa/Mastercard open-loop cards and multi-brand cards for maximum flexibility
  • Recipients want different things by demographic:
    • Gen Z/Women: Beauty products
    • Men: Video games
    • Boomers: Dining experiences

View past research from Blackhwak Network and its partners: