As Gift Card Uses and Applications Evolve, Shopper Demand Remains High
Americans now buy and redeem gift cards across all retail channels, have found new uses for them, and are embracing novel gift card offerings. According to new shopper research from the Retail Gift Card Association (RGCA), consumers are increasingly interested in gift cards to local neighborhood or boutique retailers, incorporating gift card storage into mobile wallets, and buying for self-use. Americans’ affinity for gift cards remains high; roughly three quarters of U.S. shoppers plan to buy plastic gift cards this year and one quarter will buy egifts.
This spring, the RGCA surveyed more than 1,000 U.S. consumers on their use of gift cards and their preferences for giving and redeeming cards. The survey also explored shoppers’ willingness to embrace newer options like localized gift cards, integration into mobile wallets, gift card exchanges, and more.
RGCA’s major findings include: