Marketing

Consumers are loving gift cards

Photo: Adobe Stock

July 8, 2025

The sale of U.S. gift cards is projected to increase 10% this year, compared to 2024.

That's a top finding of Blackhawk Network data that also revealed one in three shoppers now buy gift cards for themselves, according to a press release on the research.

Additional findings include:

• AI is fast becoming an essential component for targeted, personalized customer experiences, with nearly 50% of consumers using AI to recommend products, search for the best deals and deliver personalized gift suggestions.
• Gen Z and Millennials purchase gift cards at twice the rate of Boomers and are more likely to use them across multiple occasions year-round.

"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 the release. "We've also seen significant adoption of AI to personalize and streamline shopping experiences, alongside a growing consumer preference for sustainable gift card options. Brands that align with these trends can capture greater consumer spending and build deeper customer loyalty."