Top Gift Card Statistics In 2025 (Market Data & Trends)
Gift cards have become a powerful tool for businesses to boost revenue and customer loyalty. As of 2026, the global gift card market is valued at $1.43 trillion, with US market accounting for 30.4% of it.
In the US, 71% of consumers prefer digital gift cards due to their immediacy and ease of use, indicating a shift towards digital solutions.
Gift cards not only drive sales but also increase customer spending, with many recipients spending more than the card’s value. In this blog, we explore key statistics and trends shaping the gift card industry in 2026, providing valuable insights for both businesses and consumers.
Gift Card Statistics 2026 (Editor's Picks)
- The global gift card market is valued at $1.43 trillion in 2026.
- The US gift market stands at $434.82 billion in 2026, accounting for 30.4% of the global market.
- 64% of US shoppers buy gift cards as holiday gifts.
- 61% of gift card recipients spend more than the card's value.
- 71% of consumers prefer digital gift cards due to their convenience and immediacy.
- 75% of consumers have purchased a gift card in the past year.
Global Gift Card Market Size (2026)
As of 2026, the global gift card market is valued at approximately $1.43 trillion, up from $1.24 trillion in 2025.
This growth is attributed to the rising popularity of both digital and physical gift cards. The market is expanding at a compound annual growth rate (CAGR) of about $15.1% and is expected to reach $1.90 trillion by 2028.
Here's a table that shows the global market value of gift cards:
| Year | Gift card market value |
| 2020 | $0.61 trillion |
| 2021 | $0.71 trillion |
| 2022 | $0.81 trillion |
| 2023 | $0.94 trillion |
| 2024 | $1.08 trillion |
| 2025 | $1.24 trillion |
| 2026 | $1.43 trillion |
| 2027* | $1.65 trillion |
| 2028* | $1.90 trillion |
US Gift Card Market Size (2026)
The gift market in the United States is valued at $434.82 billion as of 2026. Its projected to reach $699.03 billion by 2030 growing at a compound annual growth rate of 12.6%
| Year | Market Size |
| 2024 | 342.95 billion |
| 2025 | 386.16 billion |
| 2026 | 434.82 billion |
| 2027 | 489.60 billion |
| 2028 | 551.31 billion |
| 2029 | 620.80 billion |
| 2030 | 699.03 billion |
Consumer Preferences
Understanding consumer preferences can provide valuable insights into the evolving gift card market. Here's a closer look at what consumers are choosing and spending on:
Popular Gift Card Categories
Consumers have diverse preferences when it comes to gift cards. Recent data shows that retail and restaurant gift cards are among the most popular, with large retailer gift cards accounting for 88% of total gift card sales. Premium gifting platforms like GiftTree also see strong interest, and many shoppers use GiftTree coupons simply to get better value from these higher-end picks.
Food and beverage gift cards follow closely, making up 78% of the market. In addition, the trend of personalized and customizable gift cards is gaining traction as consumers seek unique and thoughtful gifting options. This is why sites like GiftBasket.com continue to attract buyers, with GiftBasket.com coupons helping them stay within budget while choosing something more meaningful.
Trends in Consumer Spending on Gift Cards
Consumer spending on gift cards has been on the rise, with an average spend of $60 per card in 2024, up from $55 in 2023. Reports indicate that in 2024, 56% of consumers purchased gift cards, reflecting a continued preference for gift cards as a convenient and versatile gifting option.
Emerging Gift Card Market Trends
The gift card market is expanding beyond traditional strongholds. Nielsen’s 2024 Global Retail Trends report indicates that emerging markets in Southeast Asia and Latin America are experiencing significant growth.
In Southeast Asia, the market is growing at a CAGR of 8%, driven by increased digital adoption and economic development. Latin America is seeing a similar trend, with a 7% CAGR, as more consumers and businesses embrace gift cards.
Key statistics on gift card usage
Gift cards continue to be a popular choice for both giving and receiving, reflecting their enduring appeal and versatility. Here's a snapshot of the current landscape of gift card usage:
Top retailers by gift card sales
WalletHub’s top gift card retailers in 2025 are Amazon, Target, and Sephora. Amazon's variety, Target's mix of essentials and lifestyle picks, and Sephora's beauty must-haves make their gift cards a favorite for every kind of shopper.
Other notable mentions include Walmart, Starbucks, and Disney gift cards. Gift cards from these retailers were chosen based on their popularity, discount rates, resale value, customer satisfaction, and shipping costs.
Digital vs. physical gift card statistics
54% of consumers still prefer physical gift cards over digital ones. Despite this preference, the digital gift card market currently holds a 48% market share and is growing rapidly, with a projected CAGR of 17% through 2026.
The trend of storing and redeeming gift cards through mobile wallets like Apple Pay and Google Pay is expected to grow, enhancing convenience and security for users.
There is a clear contrast between gift givers and recipients. Most people who receive gifts prefer digital gift cards, while those who give gifts often prefer physical gift cards.
94.8% of participants think that physical gift cards are more socially acceptable. This preference is based on the idea that physical gift cards show more thoughtfulness, while eGift cards might seem like a last-minute choice, even though they are convenient for online shopping.
What's more? About 61% of people appreciate physical gifts because they feel more personal, and nearly 46% of consumers enjoy the experience of unwrapping a physical gift card because it adds to the excitement of receiving a gift.
Sustainable Gift Card Statistics
Plastic gift cards are typically single-use items that often end up in landfills. Each year, 50,700 tons of plastic gift cards end up in landfills. Also, the production of a single plastic gift card results in the emission of 21 grams of carbon.
There's a growing preference for eco-friendly gift cards, especially among Millennials and Gen Z. About 71% of Gen Z consumers prefer brands that are transparent about their environmental, social, and governance (ESG) practices, with over 51% willing to pay more for sustainable options.
By transitioning to digital gift cards, businesses can minimize their environmental footprint and showcase their dedication to sustainability.
Unused gift card statistics
47% of American adults have unused gift cards. The average value per person is $187, and the total value of these unspent funds in the US annually is approximately $23 billion.
Higher-income individuals are most likely to have unredeemed gift cards, with 62% of this demographic reporting unused cards.
Nearly 29% of Americans have kept a gift card so long that it expired, and 25% have lost at least one gift card.
Gift card redemption statistics
Over 56% of gift cards are redeemed within the first 180 days of being received, indicating a high rate of utilization by consumers. The initial 45 days see about 35% of cards being redeemed, with the rate gradually increasing over the subsequent months
Demographics and buying patterns
Gift card usage reveals interesting patterns across different demographics and seasonal trends. Here’s a detailed look into who buys gift cards and how buying behaviors shift throughout the year:
Age and gender distribution of gift card buyers
Millennials (Born 1981-1996) are the largest group of gift card buyers, comprising 37% of all gift card sales. Gen X (Born 1965 – 1980) follows closely behind, representing 28% of the market.
Interestingly, all age groups tend to use open-loop gift cards primarily for online shopping.
Open-loop gift cards, like Visa gift cards, are prepaid cards that can be used at multiple merchants and locations, not limited to a specific retailer or brand.
Gen Z is particularly inclined to use gift cards for gaming gear and health and beauty products, while Gen Xers often utilize them to pay bills
Here is a table that shows a detailed age distribution of gift card buyers in the US:
| Age Group | Percentage of Buyers |
| Millennials | 37% |
| Gen X | 28% |
| Gen Z | 18% |
| Baby Boomers | 17% |
Women tend to buy and use gift cards more frequently than men. In the US, approximately 57% of women purchase gift cards, compared to 43% of men.
| A typical gift card buyer is often a married woman without children at home. |
Seasonal trends in gift cards
On average, consumers purchase gift cards 5 to 6 times per year. This frequency tends to increase during major holiday seasons, with many buyers purchasing multiple cards at once
Gift cards were the No. 1 most requested gift for the 2023 holiday season, marking the 17th year in a row that they’ve been at the top of holiday wish lists.
A significant 64% of US consumers buy gift cards as holiday gifts. The holiday season, especially the final quarter of the year, is the peak time for gift card purchases.
Americans spend nearly $30 billion on gift cards each holiday season.
Google searches for gift cards spike dramatically starting in early November and peaking just before Christmas. Additionally, other holidays like Mother's Day, Father's Day, and graduations also contribute to spikes in gift card purchases.
The primary reasons include allowing recipients to choose their own gifts (72%), ease of ordering and wrapping (41%), and uncertainty about what to buy (33%). Additionally, 65% of shoppers prefer purchasing gift cards directly from the retailer where the card will be used
| December alone can account for nearly half of the annual digital gift card sales, reflecting the high demand during the festive period. |
43% of US consumers prefer money as a Christmas gift, followed by gift cards at 38%.
The most popular gift card categories during the holidays were for restaurants and dining, followed by department stores and online retailers.
Average spend per transaction for gift cards
The average amount spent per gift card during the holiday season in the US is $51.47
47% of consumers spend more than the value of their gift cards. 37% spend exactly as much as the card contains, and 14% spend less than the card's value.
Consumers reported receiving the greatest gift card value from their significant others.
On average, consumers purchase gift cards 5 to 6 times per year. During major holiday seasons, this frequency can increase significantly, with many buying multiple cards at once.
Gift Card Sales by Store Type
Online stores dominate gift card sales, with 57% of consumers buying digital cards. Grocery and gas stations follow closely at 48%, while clothing stores trail just behind at 47%. Meanwhile, categories like outlet, thrift, and catalog stores see far less tractionunder 25% combined. The chart below shows gift card sales by store type in 2025, with online purchases leading by a wide margin.
Note: Since consumers could select more than one option, the combined percentages may exceed 100%.
Source: NRF, 2024 Consumer Holiday Survey
Case Studies of Successful Gift Card Programs
Many brands have leveraged effective gift card strategies to drive sales and enhance customer loyalty. Let’s take a closer look at how gift cards can be used as a powerful tool for customer acquisition, retention, and building brand awareness.
Starbucks gift card case study
Starbucks is one of the most gifted brands in the world. Its highly successful gift card program generated over $3.3 billion in the US in the last quarter. The company’s loyalty program is deeply integrated with its gift cards, encouraging repeat purchases and customer satisfaction.
Their digital gift card strategy, which includes personalized eGift cards and the ability to reload and track balances via the Starbucks app, has been particularly effective in engaging tech-savvy customers and driving repeat business.
Amazon gift cards case study
Amazon's gift card program is highly popular due to its versatility. The highly sought-after Amazon gift card has a monthly search volume of 246,000, making it the most popular choice. Customers can use these gift cards to purchase a wide range of products, from books to electronics, and even everyday essentials. Since a large share of shoppers buy groceries through Amazon, Amazon Fresh coupons also come into play for those routine purchases,
Amazon frequently runs promotions where customers get bonus credits for purchasing gift cards, enhancing the program’s appeal. Their digital gift card option also allows for instant delivery, which is a significant draw for last-minute shoppers.
Target gift card case study
Target’s gift card program continues to be a standout success. In 2024, Target reported a significant boost in their gift card sales, with a notable increase during seasonal promotions like Target Circle Week. This event alone offered savings of up to 50% off thousands of items, significantly driving gift card purchases.
Integration with their REDcard rewards program and digital accessibility through the Target app has also contributed to their success. In Q1 2024, Target saw a 1.4% increase in digital sales, with a significant portion attributed to gift card transactions
Sephora gift card case study
Sephora's gift card strategy, launched in partnership with CashStar, dramatically transformed their omnichannel performance. Within a year of introducing personalized mobile and digital gift cards, the beauty retailer saw 8x growth in digital gifting revenue.
Their digital gift cards, which users could customize with personal photos or videos and redeem via the app or in-store, drove rapid usage: 51% were redeemed within the first month, compared to 33% for physical cards.
Also, on average, Sephora gift card recipients spent 71% more than the value of the card when redeeming in-store, turning a $50 card into roughly $85 in actual sales.
Macy's gift card case study
Macy's gift card program plays a steady role in its retail strategy. Since gift card sales are counted as a liability until redeemed, they act as prepaid demand. As of February 2025, Macy's reported about $353 million in outstanding gift card and loyalty balances, showing how much value customers have yet to spend.
The brand's no-fee, non-expiring cards stay popular during major events like Friends and Family, when many shoppers also use Macy's coupons to get better deals. Even without public sales figures, the large unredeemed balance highlights how important gift cards remain for driving future revenue.
Looking ahead, personalized and customizable gift cards are expected to push the market forward even further. Emerging markets like Southeast Asia and Latin America are also stepping into the spotlight, with Latin America alone projected to see a 7% CAGR.
