Consumer Behavior

Touchless gifts tops consumers' shopping list

Photo provided by American Express

December 7, 2020

A study from American Express indicates 57%, or an estimated 30 million of U.S. consumers, are more likely to give a "touchless" gift like an e-gift card this holiday season, according to a press release. In answer to what appears will be a "digital holiday season" American Express just launched its own eGift Card that will waive purchase fees from now through Dec. 31, 2020.

According to the data, consumers are focused on digital purchasing for both the giving and receiving end of holiday gifts. Consumers and 47% of U.S. small business owners plan to purchase gift cards for business purposes, with 70% listing the top reasons as holiday gifts for employees.