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The Gift Card Opportunity

We surveyed 3,081 adults in the US and UK to uncover how gift cards drive spending, brand discovery, and customer perception. Dive into our latest research to see exactly how consumer habits are shifting.

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What we discovered

Gift cards drive behaviour that matters.

Gift cards are more than a convenient way to reward or pay. Our latest consumer research reveals how they influence brand discovery and perception and shape consumer purchasing decisions.

Why it matters

For brands, gift cards can introduce new customers, capture planned spend and strengthen brand perception. For buyers and reward providers, they offer a flexible way to bring relevant brands and rewards to consumers.

Surprise and Delight
Retail Customer checking Phone
Contactless Payment
Maria Khoury

The numbers

of UK adults have bought a brand gift card for themselves.
74%
say a gift card makes them more likely to try a brand for the first time.
92%
choose a gift card over equal-value cashback or a coupon.
58%
of UK adults think better of a brand simply for offering gift cards.
76%

What we discovered

Gift cards drive behaviour that matters

Gift cards are more than a convenient way to reward or pay. Our latest consumer research reveals how they influence brand discovery and perception and shape consumer purchasing decisions.

Self-use
Why consumers are increasingly buying brand gift cards for themselves.
Brand discovery
How gift cards encourage people to try and consider unfamiliar brands.
Spending behaviour
How redeeming a gift card influences what consumers spend.
Reward preferences
How gift cards compare with cashback and coupons of the same value.
Brand connection
How gifting experiences influence perception, engagement and loyalty.
Growth opportunities

What the findings mean for brands, marketers and reward providers.

Who it's for

Built for everyone shaping the future of incentives

Whether you’re growing a gift card programme, designing a rewards proposition or looking for new ways to connect with consumers, this research will help you turn insight into opportunity.

For Brands:
Discover how gift cards can drive distribution, customer acquisition, planned spend and brand perception.
For Marketers:
See how gift cards influence consideration, behaviour and long-term brand connection.
For Buyers and Reward Providers:
Understand what consumers value and build more relevant, engaging reward experiences.
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