50 Gift Card Industry Statistics and Market Trends (2026)
Gift cards remain one of the most popular consumer products in the world, consistently ranking as the most requested holiday gift for over 15 years running. But beyond personal gifting, the gift card industry is evolving rapidly with digital formats, corporate incentive programs, and small business adoption. These statistics reveal the scale of the market and the opportunities it presents.
50 Gift Card Industry Statistics and Market Trends (2026) reveal key trends in scheduling and appointment management. This page compiles 32 data points from industry sources to help you make informed decisions. Sources include G2, Capterra, and published industry research.
Table of Contents
Market Size and Growth
Global gift card market size in 2025, projected to reach $2.3T by 2032.
Allied Market Research
U.S. gift card market size in 2025.
Statista Consumer Market Outlook
Compound annual growth rate (CAGR) of the global gift card market through 2032.
Allied Market Research
Estimated value of unredeemed gift cards (breakage) in the U.S. annually.
CEB TowerGroup
U.S. corporate and incentive gift card market size.
Incentive Research Foundation
Of global gift card transactions are now digital, up from 34% in 2020.
Juniper Research
Consumer Behavior and Preferences
Of consumers say gift cards are their preferred gift to receive.
National Retail Federation Consumer Survey
Of gift card recipients spend more than the card's face value.
First Data Gift Card Study
Average gift card purchase value in the U.S.
Statista Consumer Market Outlook
Of consumers have purchased a gift card in the past 12 months.
National Retail Federation Consumer Survey
Of millennials prefer digital gift cards over physical ones.
Blackhawk Network Consumer Insights
Of consumers buy at least one gift card during the holiday season.
National Retail Federation Holiday Report
Average number of gift cards purchased per consumer per year.
Mercator Advisory Group
Digital vs Physical Gift Cards
Of gift card sales are digital/e-gift cards, surpassing physical for the first time in 2024.
Juniper Research
Annual growth rate of digital gift card sales, vs. 4% for physical cards.
Grand View Research
Of digital gift cards are purchased same-day as the gifting occasion.
Blackhawk Network Consumer Insights
Redemption rate for digital gift cards, compared to 82% for physical.
CEB TowerGroup
Of consumers have sent a gift card via text message or messaging app.
Mercator Advisory Group
Faster redemption time for digital gift cards compared to physical cards.
First Data Gift Card Study
Gift Cards for Small Businesses
Of small businesses offer gift cards, up from 31% in 2020.
Square Small Business Report
Of small businesses that offer gift cards say they drive new customers.
Paytronix Gift Card Impact Study
Average additional spend above the gift card value when redeemed at a small business.
Square Small Business Report
Of gift card recipients visit a business they have never been to before.
First Data Gift Card Study
Of small business gift card revenue comes from the holiday season alone.
National Retail Federation Holiday Report
Return on investment for small businesses running gift card promotions.
Paytronix Gift Card Impact Study
Redemption, Breakage, and Fraud
Overall gift card redemption rate — 14% of gift card value goes unredeemed.
CEB TowerGroup
Of gift cards are never used at all.
Bankrate Consumer Finance Survey
Annual value of unredeemed gift cards in the U.S. (breakage revenue).
CEB TowerGroup
Annual losses to gift card fraud in the U.S.
Federal Trade Commission
Of scam victims report gift cards as the payment method used by the scammer.
Federal Trade Commission
Of consumers have at least one unused gift card currently.
Bankrate Consumer Finance Survey
Average time consumers hold a gift card before redeeming it.
Mercator Advisory Group
What the Data Tells Us
The global gift card market is $1.1 trillion, growing at 16.2% CAGR through 2032.
75% of gift card recipients spend more than the card's value, making gift cards a revenue multiplier.
Digital gift cards now account for 57% of sales and are growing at 23% annually.
44% of small businesses now offer gift cards, and 72% say they drive new customer acquisition.
$4.7 billion in gift card value goes unredeemed annually in the U.S. alone.
Gift card fraud costs $530 million per year, with 25% of scam victims citing gift cards as the payment method.
Frequently Asked Questions
How big is the gift card industry?
The global gift card market was valued at $1.1 trillion in 2025 and is projected to reach $2.3 trillion by 2032. The U.S. market alone is $217 billion. Digital gift cards now make up 57% of all sales.
Are digital gift cards more popular than physical ones?
Yes. Digital gift cards surpassed physical cards in 2024 and now represent 57% of sales. They are growing at 23% annually vs. 4% for physical cards, have a higher redemption rate (91% vs. 82%), and are redeemed 2.3x faster.
Should small businesses offer gift cards?
Absolutely. 72% of small businesses that offer gift cards say they drive new customers. Gift card recipients spend an average of $41 above the card value, and 31% visit a business for the first time because of a gift card.
What percentage of gift cards go unused?
About 14% of gift card value goes unredeemed, totaling $4.7 billion annually in the U.S. 6% of gift cards are never used at all, and 48% of consumers currently have at least one unused gift card.
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