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Tillo Insights - From Gifting to Gaining

How Gift Cards Have Become A Consumer Power Move

79% of 18–44-year-olds have used a gift card for themselves. And they’re not alone. 

Gift cards are no longer just for birthdays or holidays - they’ve become a tool for smart, strategic spending.

This whitepaper reveals a powerful shift in consumer behavior, driven by cost-of-living pressures, the growing appeal of instant rewards, and the increasing integration of digital wallets into everyday life.

Download the whitepaper to explore:

  • Why self-use gift cards are booming
  • How this behaviour is reshaping financial habits
  • What consumers expect from gift card experiences
  • The psychology behind the trend - from control to gratification
  • What it means for B2B, B2C, and the future of loyalty
  • How businesses can respond with flexibility and choice
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Understand the game-changing potential of this new behaviour

Tillo’s new whitepaper, From Gifting to Gaining, reveals the rise of the self-use gift card economy - driven by cost-of-living pressures, instant rewards, and the seamless integration of digital wallets into daily life. Based on insights from a Harris Poll survey of U.S. consumers, this report uncovers what’s really behind this growing shift and why the industry needs to take notice.



Download the Whitepaper