In the midst of a wave of economic uncertainty, American consumers plan to buy more gift cards this year, use budget management, find deals, and control spending, according to the search of Blackhawk Network (BHN).
“Gift cards have become valuable financial tools for consumers who move in the event of economic uncertainty, and they offer flexibility, comfort and value that other gift options cannot match,” Jay Javin, the BHN chief marketing employee, said in a statement. “Growth in EGIFTS and the preference for buying and giving gifts via application or social media networks continues to shift towards first digital shopping, especially between younger consumers.”
In additional results on shopping trends, the research showed:
- Increased demand for consumers amid economic uncertainty: Consumers plan to buy gift cards by 10 % compared to 2024, offering the flexibility of gift cards until continuous inflation and cost interests.
- The growth of the digital gift via correspondence and social media: A third of the younger consumers already purchased gift cards via messaging platforms, with approximately 60 % of their interest in using this channel.
- A large adopting of artificial intelligence for giving gifts: approximately half of consumers benefit from artificial intelligence tools to find the best deals, compare products, and customize gift suggestions. The adoption rates between younger consumers rise twice the older generations.
- Increased use of loyalty programs to buy gift cards: Younger consumers participate in loyalty programs more than they were in recent years, and some of them recover loyalty points for gift cards.
