U.S. Gift Cards: An Analysis of an American Staple

Report Summary

U.S. Gift Cards: An Analysis of an American Staple

Gift cards are prominent in most Americans’ wallets, physical and digital.

Francisco Alvarez-Evangelista

Boston, June 14, 2022 – Few financial services products are as iconic or prominent in the mindset of the American consumer as gift cards. Relatively new and a byproduct of the 1990s, most Americans have received, purchased, or used gift cards in some shape or form. But a rapidly evolving American consumer and shifting America is pressuring change. Gift card providers must adapt to this new consumer and contend with e-commerce, digitalization, and a pandemic or risk being left behind, like the gift certificate. 

This Impact Report summarizes the U.S. gift card market, including an analysis of the socioeconomic and demographic factors that influence gift card purchasing and gifting decisions, consumer experiences, and adoption trends. It is based on an Aite-Novarica Group online survey of 7,923 U.S. consumers in June 2021.

This 42-page Impact Report contains 26 figures and three tables. Clients of Aite-Novarica Group’s Retail Banking & Payments service can download this report and the corresponding charts.

Download table of contents

This report mentions Fiserv.

How can we help?

If you have a question specific to your industry, speak with an expert.  Call us today to learn about the benefits of becoming a client.

Talk to an Expert

Receive email updates relevant to you.  Subscribe to entire practices or to selected topics within

Get Email Updates