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Why Ignoring Self-Use Gift Cards Is Costing Your Brand Revenue

Posted on 7 August 2025
Read time 1 mins
Author Katie 🌟

Once seen as a seasonal gesture, gift cards have become something far more strategic: a smarter way to spend. In our latest whitepaper, From Gifting to Gaining: How Gift Cards Have Become a Consumer Power Move, we reveal why self-use is now driving double-digit growth - and why brands that ignore it risk falling behind.

From Gifting to Gaining, explores why self-use use cases are fast becoming an essential component of every brand’s gift card strategy, unlocking new ways to drive customer engagement, loyalty, and digital revenue. Here’s why you need to pay attention.👇

Self-use is mainstream and it's growing fast

70% of consumers have purchased a gift card for themselves in the past year. For brands, that’s more than a trend, it’s a missed opportunity if your program doesn’t support self-use. Whether it’s cashback, discounts, or stretching a weekly budget, self-purchasing is reshaping why people engage with gift cards - and which brands they stay loyal to.

Younger consumers (18-44) are leading this charge, with 79% having self-purchased gift cards in the last 12 months, but older demographics are catching up fast. Self-use is no longer an anomaly; it’s an essential use case brands need to embrace.

The self-use psychology: control, convenience and instant gratification

Self-use isn’t random, it’s rational. Consumers are making smart financial decisions with gift cards because they deliver what traditional reward models don’t: instant value, easy budgeting, and total control. Here’s why it works:

  • Budgeting with precision: Gift cards provide a built-in budgeting tool, helping consumers set spending limits - making your brand part of their financial planning.
  • Cashback, instantly: Reward customers without the lag time of traditional programs, and drive repeat engagement right when it matters. 
  • Digital-first habits: With 92% of 18-28-year-olds using mobile wallets, digital gift cards that integrate seamlessly into smartphones are now expected, not optional. Brands that meet this need win loyalty. 

The bottom line: self-use is the growth engine you need

Gift cards have evolved from a nice-to-have seasonal product into a core component of modern consumer spending habits. As self-use continues to grow, brands need to re-think their gift card strategies - shifting from passive products to active financial tools that drive loyalty, customer acquisition, and repeat engagement.

Want the full insights? Download our whitepaper From Gifting to Gaining and discover how your brand can leverage self-use to gain a competitive edge and drive extra revenue.

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