Gift Card Industry Research

Exploring the world of gifting and gift card
February 2022 


The RGCA Insights Committee recently commissioned consumer research with these objectives:

  • Understand gift card buying behaviors and motivations 
  • Uncover how gift cards fit in to the overall realm of gifting and celebrations
  • Identifying the most important gift card feature sets 

Leveraging the research experts at Hall & Partners, a  combination of qualitative and quantitative research methods were used to triangulate actionable insights.

View the full report here!  

Fiserv : 19th Annual U.S. Prepaid Consumer Insights Survey
February 2022

The 19th Annual Prepaid Consumer Insights Survey from Fiserv explores the impact of digital adoption on U.S. consumers as they increasingly use gift cards to integrate with mobile apps, earn loyalty points, support small businesses and communicate value to employees.

View and download Report here.                  Visit Fiserv Blog.

Gift Card Gauge

May 2023


Consumer preferences are forever changing, and so too must the gift card industry.  Although consumers want plenty of gift card options, they’re increasingly swayed by areas such as gift card sustainability and a merchant’s social stances.  In fact, 59% of consumers polled say a company’s environmental, social and governance (ESG) positioning will influence their decision to use a gift card to purchase a merchant’s products or services. 

The Q2 Gift Card Gauge from Fiserv evaluated consumers’ attitudes about emerging gift card innovations, and surveyed if these trends are here to stay or passing fads.  The poll results provide valuable insights that RGCA members can apply to engage more customers, and drive revenue through digital and physical gift cards. 


January - March 2023


As inflation continues to impact everyday purchases, a conflicting job market further makes gift card trends even harder for merchants to pinpoint.  Slightly more than half of U.S. consumers surveyed (54%) say that their gift card usage will change this year as they adjust their buying habits due to inflation.  As they tighten their proverbial purse strings, over 1 in 4 (27%) of U.S. consumers plan on using gift cards to buy items of need, with another 22% relying on gift cards to offset prices of everyday items such as groceries and gasoline.
Despite this economic uncertainty, 2023 provides new opportunities for merchants to engage consumers with gift cards.  The Q1 Gift Card Gauge from Fiserv is now available, providing good insights into the mindset of the consumer and what merchants should expect in 2023. 

October - November 2022

As employers continue to navigate the “great resignation,” employee engagement has never been more important – especially for remote workers. As a result, employers are looking for new ways to strengthen relationships with their employees to make them feel more valued. One way they are doing this is through regular incentives and rewards, with many employers turning to gift cards.

The Q4 results are available for download here.  View the Fiserv Blog

August 2022

The holiday season is fast approaching.  With inflation showing no signs of slowing down, consumers are starting to evaluate their shopping strategies.  The Q3 2022 Gift Card Gauge from Fiserv ties directly to marketplace inflation news, highlighting that consumers likely will spend less this holiday season and also shop much earlier to spread-out their spending.

The Q3 survey is available for download here. View the Fiserv Blog

May 2022

Inflation has reshaped consumers’ spending habits.  According to Fiserv’s Q2 2022 Gift Card Gauge, surveyed consumers say rising prices have not impacted their gift card usage.  However, respondents are using their gift cards to shop smarter and to use them to counteract higher prices – relying on gift cards to purchase necessities rather than wants. Continue reading here.

View Fiserv Blog and download the Gift Card Gauge.

December 2021

When asked about their gift card purchasing behaviors this holiday season, consumers provided the following insights... Continue reading here.

View Fiserv Blog  and for additional December surveys and past editions.

October 2021

The October 2021 Gift Card Gauge from Fiserv found that 67% of consumers plan on purchasing the same number of gift cards in 2021 as they did in 2020. Another 73% plan on maintaining their same gift card purchasing habits into 2022.from Fiserv finds the gift card market remains constant - despite shifting consumer spending habits.

Click to view survey results and download the Gift Card Gauge.

August 2021 

The key to employee happiness and retention?  Employee rewards and recognition.  Regular employee rewards like #FiservGiftSolutions can increase employee morale, office productivity, and workforce retention.  

Click to download the Gift Card Gauge  and State of The Industry Report.

June 2021


To prepare for the hustle and bustle of the holiday season, consumers are making a list and checking it twice. According to the June 2021 Gift Card Gauge from Fiserv, almost 60% or consumers will start their holiday shopping before November. 

This recent edition is available for download here.

May 2021

A bi-monthly survey of over 1,000 U.S. consumers age 18 and older, the Gift Card Gauge from Fiserv helps merchants to better understand how consumers use gift cards.  The May 2021 edition highlights the importance of eye-catching design to prompt consumers’ purchase of gift cards — including custom messages, use of photos / images, unique packaging, and different card sizes / shapes. 

This recent edition is available for download here.