For many brands, gift card sales peak in November and December. Holidays drive the rush, and then sales drop off until the next big occasion. But a growing consumer behaviour is changing that pattern - and it’s creating a year-round revenue opportunity.
The rise of self-use gift cards means shoppers aren’t just buying for birthdays and celebrations. They’re buying for themselves, regularly, to save money, earn rewards, and make their spending go further. 70% of U.S. consumers have purchased a gift card for self-use in the past year, and that behaviour isn’t tied to the calendar.
Why the seasonal mindset is costing brands
When gift cards are only marketed as gifts, you limit your sales potential to a handful of annual peaks. Self-use, however, is driven by everyday needs: groceries, dining, entertainment, travel. That means the sales cycle never really stops — if you know how to keep it going.
By ignoring self-use, brands miss out on:
- Consistent, year-round revenue rather than quarterly spikes.
- Repeat purchase behaviour, as self-use customers often reload cards or buy new ones after seeing the benefit.
- Customer data that can reveal spending patterns, preferred channels, and promotional triggers.
Three ways to keep sales flowing year-round
- Position gift cards as a savings tool, not just a present
Promote everyday value. Show how buying a gift card at a discount for personal use is an easy way to manage budgets or unlock perks. Retailers in grocery, fuel, and dining categories can lean especially hard on this message.
- Link gift cards to instant gratification
Traditional loyalty rewards can take months to arrive. Gift cards, especially when delivered digitally, give customers value instantly — and that’s what keeps them coming back. Pair gift card purchases with same-day offers to amplify the effect.
- Leverage digital wallets for ease of use
The friction-free experience of storing cards in Apple Wallet or Google Wallet makes redemption faster and more likely. Our research shows 76% of mobile wallet users are more likely to use a gift card if it’s stored in their wallet.
Real-world opportunities for brands
Grocery & essentials: Promote reloadable or digital gift cards as a way to budget weekly spend while earning rewards.
Fashion & retail: Offer exclusive discounts for self-use card buyers to drive in-season purchases.
Dining & hospitality: Push midweek or off-peak promotions via digital gift cards to fill quieter periods.
Each of these use cases turns what would have been low-volume months into strong sales periods.
The data says the shift is already happening
Tillo’s data shows a 340% year-on-year increase in cashback-related gift card transactions between 2023 and 2024. That growth isn’t seasonal — it’s constant. Brands who adapt their marketing to serve this trend are positioned to win a bigger share of spend, month after month.
The takeaway:
The old model of “gift cards = gifting season” is over. Self-use is reshaping how and when consumers buy gift cards, creating consistent sales potential all year. Brands that embrace this reality will build stronger customer relationships, generate more predictable revenue, and stay ahead of competitors still stuck in the seasonal cycle.
Download the full whitepaper - From Gifting to Gaining: How Gift Cards Have Become a Consumer Power Move - for more data and strategies to unlock year-round gift card sales.
Get the whitepaper now
