Consumer Behavior
Male consumers top gift card buyers
June 20, 2024
The male consumer is the primary gift card buyer in the U.S. for the first time, according to a Blackhawk Network research report on consumer gift card and gifting preferences among U.S. consumers.
The research also highlights the opportunities everyday gifting presents for retailers and how an industrywide shift to more sustainable gifting is resonating with consumers.
"Gift cards remain a win-win for both consumers and retailers, but after years of confusion and anxiety around the economy and the rising cost-of-living, it's important to continue to reassess how consumers are purchasing and utilizing gift cards," Jay Jaffin, chief marketing officer, BHN, said in a press release on the findings. "Our research shows that consumers overall continue to value the convenience and flexibility of gift cards, but we're also seeing shifts in who is buying gift cards and where. These insights offer retailers and restaurants a valuable look at the trends driving consumer gift card usage and how that will impact the way they manage their gift card programs this year and beyond."
While men and women are similar in the types of gift cards they plan to purchase in the next year (e.g., single brand vs. multi-brand cards), men tend to purchase more gift cards to electronics and video game retailers than women — who reported purchasing personal care and beauty cards more than men.
Gift card purchases have also gone from a go-to last-minute gift to a planned purchase with 71% of surveyed consumers reporting their gift card purchases are planned.
When it comes to in-store gift card purchases, consumers overwhelmingly purchase at a store that sells gift cards for a variety of brands (69%). In addition, four in 10 surveyed consumers purchase gift cards directly from the brand. For merchants, in order to maximize sales, they will need to meet consumers everywhere they shop for gift cards.
