Amidst a tide of economic uncertainty, American consumers plan to buy more gift cards this year, strategically using them to manage budgets, find deals, and control spending, according to research from branded payments provider Blackhawk Network (BHN).
“Gift cards have become valuable financial tools for consumers navigating economic uncertainty, offering flexibility, convenience, and value that other gifting options often can’t match,” Jay Jaffin, chief marketing officer at BHN, said in a release. “Growth in eGifts and preference for purchasing and delivering gifts via app or social media networks indicates a continued shift toward digital-first shopping, particularly among younger consumers.”
In additional findings on shopper trends, the research showed:
- Increased Consumer Demand Amid Economic Uncertainty: Consumers plan to purchase 10% more gift cards compared to 2024, showcasing the resilience of gift cards even amidst ongoing inflation and cost-of-living concerns.
- Growth of Digital Gifting via Messaging and Social Media: One-third of younger consumers have already purchased gift cards via messaging platforms, with nearly 60% expressing interest in using this channel.
- Significant Adoption of AI for Personalized Gift Shopping: Nearly half of consumers leverage AI tools to find the best deals, compare products, and personalize gift suggestions. Adoption rates among younger consumers are twice as high as older generations.
- Increased Use of Loyalty Programs for Gift Card Purchases: Younger consumers are participating in loyalty programs more than they have in recent years, and some are redeeming loyalty points for gift cards.
