Gift cards have always been a steady revenue stream for brands. But right now, something bigger is happening and it’s reshaping the gift card market entirely.
Traditionally, cards were bought for birthdays, holidays, and thank-yous. Today, 70% of U.S. consumers have bought a gift card for themselves in the past year. This isn’t just a blip in consumer behaviour, it’s a structural shift. The “self-use” gift card economy is here, and brands that move fast can turn it into a competitive advantage.
Why self-use is surging
- Stretching budgets in a high-cost economy
With inflation still a concern for many households, self-use gift cards give shoppers a way to unlock discounts, earn cashback, and keep spending under control. A card bought at 10% off for everyday essentials is effectively money back in the consumer’s pocket.
- Instant rewards over delayed gratification
Traditional loyalty points and cashback schemes often keep customers waiting weeks - even months - before they see the benefit. Gift cards, especially when integrated into cashback platforms, offer instant value. That’s a powerful motivator for repeat purchases.
- Seamless digital integration
Mobile wallet adoption has made storing, tracking, and redeeming gift cards frictionless. 76% of mobile wallet users say they’re more likely to use a gift card if it can be stored in their phone.
Why brands should care
For brands, the self-use trend isn’t just about selling more gift cards - it’s about building long-term customer value.
- Year-round revenue: Self-use purchases aren’t tied to seasonal peaks. They generate steady sales throughout the year.
- Increased loyalty: Customers who buy and use gift cards with your brand become repeat shoppers, especially when they see immediate value.
- Data insights: Self-use transactions give a clearer picture of how your most engaged customers behave, which can inform product, pricing, and promotion strategies.
Turning self-use into a sales driver
- Promote gift cards as a budgeting tool
Highlight how customers can save on essentials or treat themselves while keeping spending in check. Pair promotions with everyday categories like groceries, dining, and entertainment.
- Incentivise digital storage
Make it easy for shoppers to add cards to Apple Wallet or Google Wallet. Not only does this reduce breakage, but it also encourages faster redemption and higher repeat spend.
- Integrate gift cards into loyalty programmes
Offer gift cards as an instant redemption option for loyalty points or cashback. The immediacy taps into the consumer appetite for on-demand value.
A market hiding in plain sight
Our data shows a 340% increase in cashback-related gift card transactions between 2023 and 2024. Yet industry reporting still doesn’t properly track self-use, often categorising it under outdated B2B or B2C models. That means there’s a significant gap in the market - and a chance for brands to lead.
Self-use isn’t a fringe behaviour anymore. It’s a mainstream shopping habit, embedded in how people think about their money. Brands that position themselves at the heart of this shift will win on loyalty, engagement, and revenue.
The takeaway:
Gift cards are no longer just a thoughtful gift for someone else. They’re a smart, flexible, and instant way for consumers to get more from their spending - and for brands, that means a golden opportunity to grow.
Download the full whitepaper - From Gifting to Gaining: How Gift Cards Have Become a Consumer Power Move - for the complete data and insights on the self-use trend.
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