An annual global survey by payments provider Blackhawk Network indicates the number of consumers planning to purchase gift cards for self-use as part of a spending strategy nearly doubled year over year, rising from 31% in 2025 to 56% in 2026.
Blackhawk found consumers are adopting defensive spending behaviors to manage budgets, bolster spending power and navigate continued financial pressures. The survey also indicated consumers are looking for more ways to maximize value and will also use loyalty points and rewards programs to help them stretch a dollar.
In all, 77% of U.S. consumers plan to purchase gift cards in 2026, according to the survey. Blackhawk maintained the findings reflect a growing focus on affordability as shoppers navigate ongoing concerns around prices on everyday expenses, inflation and fuel costs. Digital and social commerce channels are also rising in popularity as consumers look for new ways to make their dollars go farther.
Some of the survey trends Blackhawk highlighted were:
- Budget Pressures and Price Increases. Inflation and related dynamics continue to generate anxiety around affordability with grocery and dining prices ranking as a top concern among 72% of respondents. Concerns about fuel price concerns spiked in a 30% increase year over year.
- Consumers Value Physical and Digital Gift Cards. Tangible gift cards remain the preferred format among consumers, but almost one-third prefer having both physical and digital options, suggesting each format supports different gifting needs, occasions and delivery preferences.
- Gift Card Purchases Infiltrate Social Media. About 70% of Gen Zers and Millennials, and one in three Gen Xers and Boomers planned to purchase gift cards during a social channel streaming event in 2026, up 19% for the younger and 120% for older generations from 2025.
- AI Becomes More Influential Among the Young. Almost half of younger consumers reported using AI for gift shopping with the most common uses including product and brand comparison, and finding the best prices.
- Consumers Leverage Loyalty Points to Maximize Value. With gifting and budgeting for motivation, 18% of consumers reported purchasing gift cards using loyalty points, up four points since 2024.
- Gift Cards Deliver Retail Upspend. Almost 60% of shoppers said they were likely to spend beyond the original value of gift cards when redeeming them, with the average boost totaling $73, about $5 more than was the case in 2024.
Blackhawk added the average upspend on gift cards valued at $50 or more has increased nearly 10% since 2024. The denominations most likely to drive additional spending were those $50 and under, with 74% of consumers willing to spend more than the value of a $10 card.
“Years of economic pressure have driven consumers to become much more intentional about how they spend, and gift cards have emerged as powerful budgeting and inflation-fighting solutions,” said Brett Narlinger, Blackhawk chief revenue officer. “Gift cards continue to be popular and budget-friendly options for gifting, but the majority of consumers are intentionally purchasing and using them to establish financial guardrails while spending power is stretched thin. Our research shows people want control and flexibility across physical and digital shopping channels, as well as more ways to fund purchases, including loyalty points and rewards programs. Shoppers are also turning to AI-powered searches to find the best deals and compare prices.”
