Gift cards are one of the most flexible tools in a brand’s arsenal - but not all gift cards are created equal in the eyes of the consumer. Our research shows that when shoppers choose a gift card, ease of use and flexibility are at the top of their wish list, with 57% and 51% of respondents citing them as most important.
That means customers aren’t just buying value - they’re buying experience. And brands that focus on making their cards as easy and versatile as possible will win more sales and more loyalty.
The top features consumers value
- Ease of Use (57%)
Consumers want a redemption process that’s quick, clear, and works every time - whether in-store, online, or via a mobile wallet.
- Flexibility (51%)
Shoppers want choice - the ability to spend when and how they want. Closed-loop cards can still deliver this if paired with the right perks and offers.
- Convenience (41%)
This covers everything from instant delivery to mobile storage, reducing the friction between purchase and redemption.
- Security (37%)
Consumers value safe transactions and protection against fraud or loss.
- Personalisation (22%)
A smaller but growing segment values tailored designs, messages, or custom amounts.
- Eco-Friendliness (16%)
Sustainability matters to some, but for most, it’s not yet a deciding factor in card choice.
How brands can deliver on these priorities
- Optimise for speed and simplicity
Make redemption straightforward - no hidden steps, no long waits. If a card can be used within seconds of purchase, shout about it.
- Embrace digital-first formats
Mobile wallet integration is a must. Our research shows 76% of mobile wallet users are more likely to use a gift card if it’s stored in their phone.
- Offer flexible denominations
Let customers choose amounts that fit their needs, whether for budgeting or for treating themselves.
- Use offers to boost perceived value
Pair gift cards with exclusive perks or discounts to make them even more attractive for self-use.
Adapting to different age groups
While ease of use is universal, priorities shift with age.
- Younger consumers (18-34) place higher importance on personalisation, convenience, and eco-friendliness alongside ease and flexibility.
- Older consumers (65+) place overwhelming importance on simplicity, with 70% citing ease of use as their top priority.
Brands that understand these differences can tailor marketing and promotions to resonate with each segment.
Real-world opportunities
- Retail brands: Highlight wallet storage and online redemption in your campaigns.
- Hospitality: Promote gift cards as a simple way to enjoy your venues without hassle.
- Grocery & essentials: Position cards as a budgeting tool with instant savings.
Why this matters now
Self-use is on the rise - 70% of U.S. consumers have purchased a gift card for themselves in the past year. This audience isn’t buying for sentiment; they’re buying for utility. Delivering on ease, flexibility, and convenience makes your brand the logical choice.
The takeaway:
Consumers expect gift cards to be simple, flexible, and ready to use. The brands that deliver on these core needs will not only sell more cards but also create stronger, longer-lasting relationships with their customers.
Download the full whitepaper - From Gifting to Gaining: How Gift Cards Have Become a Consumer Power Move - for more insights into consumer preferences and how to meet them.
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