Gift cards are now firmly entrenched as the most popular type of holiday present as well as a go-to gift for most other special occasions. They are also shedding their reputation as an impersonal present, thanks to increased customization and the rise of social gifting. But increased sales and changing consumer perceptions are only the tip of the iceberg as far as the future of the gift card market is concerned. From e-gift cards and mobile applications to the blurring of lines between gift cards and prepaid cards, it's clear the gift card market is in the midst of significant changes.
You can use the information and statistics below to learn more about how we got here and where the gift card market is likely to head next.
Gift Card Sales Statistics
Gift Card Sales from 1999 to 2026
| Year | Dollar Amount in Billions | Percent of Increase/Decrease (year to year comparison) |
|---|---|---|
| 2026* | $260 | 37.55% |
| 2022* | $189 | 9.47% |
| 2021 | $173 | 11.00% |
| 2020 | $156 | -4.56% |
| 2019 | $163 | 1.91% |
| 2018 | $160 | 7.38% |
| 2017 | $149 | 6.00% |
| 2016 | $140 | 7.00% |
| 2015 | $130 | -7.14% |
| 2014 | $124 | 5.00% |
| 2013 | $118 | 10.00% |
| 2012 | $107 | 8.00% |
| 2011 | $99 | 9.00% |
| 2010 | $91 | 5.00% |
| 2009 | $87 | -4.00% |
| 2008 | $91 | -6.00% |
| 2007 | $97 | 17.00% |
| 2006 | $83 | 51% Increase From 2004 |
| 2004 | $55 | 22.00% |
| 2003 | $45 | 18.00% |
| 2002 | $38 | 19.00% |
| 2001 | $32 | 68% Increase From 1999 |
| 1999 | $19 | N/A |
*Note: Figures for 2022 and beyond are projections of U.S. gift card sales
(Source: Research & Markets, GlobeNewswire and PrNewswire)
Gift Card Sales from 1999 to 2026
*Note: Figures for 2022 and beyond are projections of U.S. gift card sales
(Source: Research & Markets, GlobeNewswire and PrNewswire)
Unused gift card statistics:
Gift Card Spillage By Year
Note: The CARD Act prohibits gift card funds from expiring for five years from the date of issuance.
(Source: CEB Tower Group)
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Gift Cards Purchase Statistics
Average Number of Gift Cards Purchased (2011)
| Type of Consumer | Average Number of Gift Cards Purchased | Average Purchase Amount Per Card | Average Dollar Amount Spent Annually |
|---|---|---|---|
| Budget Tamer | 6.70 | $43.36 | $291.72 |
| Card Enthusiasts | 6.10 | $44.87 | $274.82 |
| Helpful Husbands | 4.60 | $42.32 | $194.56 |
| Convenience Shoppers | 4.00 | $441.75 | $167.41 |
| Last Resort | 3.30 | $40.18 | $131.45 |
| TOTAL | 5.00 | $42.96 | $213.02 |
2011 Average Number of Gift Cards Purchased by Consumer Type
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Total Gift Cards Purchased (by Merchant Type)
*Note: The sum of the % totals may be greater than 100% because the respondents were allowed to select more than one answer
(Source: NRF, 2021 Consumer Holiday Survey)
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Likelihood of Consumer Purchasing Gift Card
| Year | Yes | No |
|---|---|---|
| 2015 | 73.4% | 26.6% |
| 2014 | 80.1% | 19.9% |
| 2013 | 80.6% | 19.4% |
| 2012 | 81.1% | 18.9% |
| 2011 | 80.2% | 19.8% |
| 2010 | 77.3% | 22.7% |
| 2009 | 77.2% | 22.8% |
| 2008 | 77.9% | 22.1% |
| 2007 | 78.5% | 21.5% |
| 2006 | 79.7% | 20.3% |
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Percent of Consumers Who Buy Gift Cards for Occasions
| Occasion | 2016 | 2018 |
|---|---|---|
| Birthday | 61% | 67% |
| Holidays | 52% | 44% |
| Thank You | 16% | 25% |
| Graduation | 21% | 22% |
| Mother's Day | 24% | 35% |
| Congratulations | N/A | 21% |
| Just Because | 9% | 20% |
| Wedding | 17% | 17% |
| Anniversary | N/A | 17% |
| Valentine's Day | 14% | 16% |
| Rewards for Someone | N/A | 14% |
| New Baby | 12% | 13% |
| Housewarming | N/A | 7% |
| Work-Related Rewards | 5% | 7% |
| Easter | 6% | 7% |
| Back to School | 3% | 5% |
*Note: The sum of the % totals may be greater than 100% because the respondents were allowed to select more than one answer
(Source: Giftcards.com)
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Number of Gift Cards Consumers Expect to Purchase
| Number of Gift Cards | 2015 | 2014 | 2013 | 2012 | 2011 | 2010 | 2009 | 2008 | 2007 | 2006 |
|---|---|---|---|---|---|---|---|---|---|---|
| 1 Gift Card | 16.9% | 14.6% | 13.0% | 13.8% | 13.7% | 14.8% | 14.2% | 13.5% | 12.3% | 13.0% |
| 2 Gift Cards | 28.6% | 26.7% | 27.2% | 28.7% | 27.8% | 27.8% | 28.6% | 27.3% | 27.4% | 26.2% |
| 3 Gift Cards | 19.0% | 19.6% | 20.2% | 18.6% | 18.9% | 20.1% | 18.8% | 20.1% | 19.4% | 19.8% |
| 4 Gift Cards | 13.4% | 14.0% | 13.8% | 14.1% | 14.6% | 14.0% | 14.8% | 13.7% | 13.8% | 13.7% |
| 5 Gift Cards | 6.7% | 7.7% | 9.2% | 7.6% | 8.2% | 7.2% | 8.1% | 7.7% | 8.1% | 8.4% |
| 6 or More Gift Cards | 15.4% | 17.5% | 16.5% | 17.1% | 16.7% | 16.0% | 15.5% | 17.7% | 18.9% | 19.0% |
| Total | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% | 100% |
| Average Number of Gift Cards | 3.4 | 3.6 | 3.6 | 3.6 | 3.6 | 3.5 | 3.5 | 3.6 | 3.7 | 3.7 |
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Gift Cards Consumers Expect to Purchase
| Gift Card (by Merchant Type)* | 2021 | 2020 | 2019 | 2018 | 2015 | 2014 | 2013 | 2012 | 2011 | 2010 | 2009 |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Book Store | N/A | N/A | N/A | N/A | 15.50% | 16.80% | 18.90% | 20.80% | 19.80% | 23.70% | 24.40% |
| Catalog | 5.00% | 6.00% | 7.00% | N/A | 3.00% | 3.40% | 4.60% | 4.20% | 3.30% | 3.20% | 2.70% |
| Clothing/Accessories Store | 30.00% | 30.00% | 34.00% | 34.00% | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Coffee Shop | N/A | N/A | N/A | N/A | 20.10% | 20.60% | 19.60% | 8.10% | 15.90% | 13.90% | 13.00% |
| Craft Store | 16.00% | 16.00% | 17.00% | 17.00% | 4.20% | 4.30% | 4.90% | 4.80% | 3.70% | 3.80% | 2.70% |
| Department Store | 47.00% | 45.00% | 53.00% | 55.00% | 34.40% | 37.70% | 40.30% | 39.10% | 38.70% | 39.20% | 38.40% |
| Discount Store | 44.00% | 43.00% | 51.00% | 51.00% | 10.60% | 11.70% | 14.50% | 14.20% | 13.00% | 14.70% | 16.30% |
| Drug Store | 12.00% | 13.00% | 14.00% | 14.00% | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Electronics Store | 20.00% | 21.00% | 23.00% | 24.00% | 15.80% | 18.90% | 20.10% | 19.30% | 19.80% | 19.00% | 18.80% |
| Entertainment (movies, etc.) | N/A | N/A | N/A | N/A | 17.20% | 18.10% | 18.70% | 18.80% | 18.20% | 14.10% | 15.50% |
| Gas Station | N/A | N/A | N/A | N/A | 9.00% | 10.80% | 12.00% | 11.00% | 11.10% | 9.30% | 9.30% |
| Grocery Store/Gasoline | 43.00% | 42.00% | 44.00% | 44.00% | 11.40% | 12.20% | 13.80% | 12.60% | 11.90% | 10.80% | 10.60% |
| Home Decor/Houseware Store | N/A | N/A | N/A | N/A | 4.00% | 4.80% | 4.50% | 4.80% | 4.30% | 3.90% | 3.30% |
| Home Improvement Store | N/A | N/A | N/A | N/A | 9.00% | 9.20% | 9.10% | 9.70% | 9.40% | 8.90% | 9.80% |
| Local/Small Business | 24.00% | 23.00% | 23.00% | 23.00% | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Office Supply Store | N/A | N/A | N/A | N/A | 1.90% | 2.00% | 2.50% | 2.60% | 2.20% | 2.20% | 1.80% |
| Online Merchant | 57.00% | 60.00% | 56.00% | 55.00% | 13.60% | 11.80% | 12.70% | 11.20% | 8.90% | 6.30% | 5.30% |
| Restaurant | N/A | N/A | N/A | N/A | 34.80% | 34.00% | 34.20% | 33.30% | 33.80% | 33.40% | 33.40% |
| Salon/Spa | N/A | N/A | N/A | N/A | 5.60% | 6.10% | 5.90% | 6.20% | 5.70% | 6.10% | 5.60% |
| Shoe Store | N/A | N/A | N/A | N/A | 3.00% | 3.70% | 5.10% | 4.70% | 3.70% | 3.60% | 2.70% |
| Specialty Clothing Store | N/A | N/A | N/A | N/A | 6.40% | 7.40% | 7.90% | 7.50% | 7.60% | 6.90% | 7.20% |
| Sporting Goods Store | N/A | N/A | N/A | N/A | 6.00% | 5.60% | 6.20% | 6.40% | 6.30% | 6.40% | 5.40% |
| Thrift Store | 9.00% | 8.00% | 10.00% | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Visa/Master Card/American Express Gift Card | N/A | N/A | N/A | N/A | 22.70% | 23.30% | 24.40% | 24.10% | 24.40% | 23.80% | 22.10% |
| Other Speciality Store | N/A | N/A | N/A | 13.00% | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Outlets | 10.00% | 8.00% | 9.00% | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A |
| Other | 4.00% | 4.00% | 4.00% | N/A | 3.80% | 4.40% | 3.90% | 3.40% | 4.00% | 4.60% | 4.70% |
*Note: The sum of the % totals may be greater than 100% because the respondents were allowed to select more than one answer
(Source: National Retail Federation)
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Holiday Gift Card Trends and Average Value of Gift Cards Purchased
Amount of Money Consumers Expect to Spend on Gift Cards (during holiday season)
| Year | 2015 | 2014 | 2013 | 2012 | 2011 | 2010 | 2009 | 2008 | 2007 | 2006 |
|---|---|---|---|---|---|---|---|---|---|---|
| $20 or less | 4.8% | 5.3% | 6.0% | 6.5% | 5.7% | 6.7% | 6.8% | 6.8% | 5.7% | 7.5% |
| $21 to $50 | 21.4% | 17.3% | 18.1% | 18.2% | 18.9% | 19.8% | 20.9% | 18.8% | 18.5% | 19.4% |
| $51 to $75 | 10.9% | 9.7% | 10.1% | 10.2% | 11.1% | 11.1% | 11.9% | 11.2% | 11.2% | 11.4% |
| $76 to $100 | 17.2% | 17.3% | 17.6% | 18.2% | 18.3% | 18.5% | 17.8% | 19.1% | 17.8% | 17.5% |
| $101 to $150 | 13.4% | 13.4% | 13.2% | 13.2% | 13.0% | 13.8% | 13.3% | 13.5% | 13.6% | 13.4% |
| $151 to $200 | 11.2% | 11.5% | 11.5% | 11.9% | 11.4% | 10.8% | 11.0% | 10.7% | 12.0% | 11.0% |
| $201 to $300 | 9.1% | 10.0% | 10.1% | 8.8% | 9.4% | 8.3% | 8.5% | 8.9% | 9.2% | 9.1% |
| $301 to $400 | 4.2% | 5.3% | 4.4% | 4.5% | 4.5% | 4.3% | 3.6% | 3.9% | 4.0% | 3.5% |
| $401 to $500 | 3.1% | 3.8% | 3.6% | 3.4% | 3.0% | 2.7% | 2.4% | 3.0% | 2.9% | 2.7% |
| $500 or more | 4.7% | 6.3% | 5.4% | 4.9% | 4.8% | 4.1% | 3.7% | 4.1% | 5.1% | 4.3% |
| Not buying gift cards | N/A | N/A | N/A | N/A | N/A | N/A | N/A | N/A | 0.1% | 0.2% |
| TOTAL | 100.0% | 100.0% | 100.0% | 100.0% | 100.0% | 100.0% | 100.0% | 100.0% | 100.0% | 100.0% |
| AVERAGE | $153.08 | $172.74 | $163.16 | $156.86 | $155.43 | $145.61 | $139.91 | $147.33 | $156.24 | $146.20 |
| AVERAGE PER CARD | $44.83 | $47.87 | $45.16 | $43.75 | $43.23 | $41.48 | $39.80 | $40.54 | $41.95 | $39.16 |
| TOTAL SPENT (IN BILLIONS) | $25.97 | $31.74 | $29.80 | $28.79 | $27.80 | $24.78 | $23.63 | $24.92 | $26.25 | $24.81 |
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Gift Card Monthly Search Volume by Major Retailer
| Retailer | Search Volume |
|---|---|
| Amazon gift card | 269,000 |
| Walmart gift card | 110,000 |
| Target gift card | 96,900 |
| iTunes gift card | 85,000 |
| Apple gift card | 79,400 |
| Home Depot gift card | 338,00 |
| Costco gift card | 30,400 |
| Best Buy gift card | 24,900 |
| Lowes gift card | 24,700 |
| Kroger gift card | 18,600 |
| Macys gift card | 17,700 |
| Nordstrom gift card | 17,400 |
| Giant eagle gift card | 13,700 |
| TJ Maxx gift card | 13,600 |
| Kohls gift card | 12,800 |
| Walgreens gift card | 12,500 |
| CVS gift card | 12,500 |
| Publix gift card | 10,700 |
| Aldi gift card | 7,600 |
| Wayfair gift card | 7,200 |
(Source: DealDrop, Gift Card Statistics 2021)
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Average Value of Gift Cards Purchased
| Gift Card (by Merchant Type) | 2011 | 2012 |
|---|---|---|
| Fine Dining Restaurant | $62 | $56 |
| Department Store | $52 | $55 |
| Food Supermarket or Grocery Store | $49 | $51 |
| Specialty Retail Store | $48 | $47 |
| Discount Store | $46 | $43 |
| Gas Station or Convenience Store | $44 | $38 |
| Fast Casual Restaurant | $34 | $35 |
| Entertainment | $33 | $31 |
| Drug Store | $38 | $26 |
| Coffee Shop | $23 | $22 |
| Fast Food Restaurant | $20 | $20 |
| Other | $58 (11%) | $56 (15%) |
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Factors Likely to Influence Consumers to/against Gift Cards Purchase
Factors Likely to Influence Consumers to Purchase
| Influencing Factor | 2015 | 2014 | 2013 | 2012 | 2011 | 2010 |
|---|---|---|---|---|---|---|
| Gift cards are easier and faster to buy than traditional gifts | 24.7% | 25.6% | 22.6% | 21.1% | 19.4% | 19.4% |
| Gift cards allow the recipient to select their own gift | 50.4% | 51.8% | 43.1% | 44.7% | 46.4% | 46.4% |
| Giving gift cards helps me stick to my holiday budget | 5.2% | 3.8% | 5.7% | 4.7% | 4.8% | 4.8% |
| The gift recipient does not have to worry about returning merchandise | 5.6% | 5.0% | 6.0% | 6.6% | 6.0% | 6.0% |
| It is easier to mail/ship a gift than a traditional gift to out-of-town gift recipients | 5.6% | 6.0% | 6.3% | 5.8% | 6.2% | 6.2% |
| Incentives for buying gift cards (e.g. free additional gift card for myself, discounts on fuel, etc.) | 4.4% | 4.0% | 4.9% | 4.8% | 5.5% | 5.5% |
| None of the above | 4.1% | 3.8% | 11.3% | 12.3% | 11.7% | 11.7% |
| Total | 100.0% | 100.0% | 100.0% | 100.0% | 100.0% | 100.0% |
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Factors Likely to Influence Consumers Against Purchasing
| Influencing Factor | 2013 | 2012 | 2011 | 2010 |
|---|---|---|---|---|
| Gift cards seem impersonal | 25.3% | 24.1% | 26.1% | 24.1% |
| Concern that the card would expire or have added fees | 16.3% | 15.8% | 17.4% | 18.9% |
| Rather buy items on sale and give traditional gifts to stretch the dollar further | 9.7% | 8.9% | 9.1% | 8.9% |
| Worried the recipient will lose it or never spend it | 6.6% | 6.4% | 5.9% | 5.9% |
| Concerned that the retailer will go out of business | 2.1% | 2.2% | 2.9% | 3.2% |
| Not sure which company a person would want a card from | 9.4% | 9.3% | 9.7% | 9.5% |
| None of the above | 30.6% | 33.3% | 28.8% | 29.6% |
| Total | 100.0% | 100.0% | 100.0% | 100.0% |
(Sources: Bain & Company, First Data, National Retail Federation, Tower Group, Venture Beat)
