Gift Card Boom: 77% of U.S. Consumers Plan to Buy in 2026

Gift card usage in the U.S. is rising, with 77% of consumers planning to buy them in 2026. More people are also turning to gift cards for personal use, with the share nearly doubling from 31% in 2025 to 57% in 2026. Financial pressures and budgeting needs are driving the trend. Affordability concerns are shaping shopping habits. Around 72% of respondents worry about rising costs, particularly for groceries, dining, and fuel. Fuel price concerns alone have jumped by 30% year over year. Many are using gift cards to stretch their budgets and ease financial strain.

Younger shoppers are embracing new tools for gift buying. Nearly half of Gen Z and Millennial consumers use AI to compare products, brands, or prices. Social media also plays a role, with seven in 10 younger buyers and one in three older ones planning to purchase gift cards during live-streamed events in 2026.

Physical gift cards remain the most popular choice, but nearly a third of buyers prefer having both physical and digital options. Loyalty points are also gaining traction, with 18% of consumers using them to buy gift cards, up from 14% in 2024. Additionally, nearly 60% of shoppers tend to spend more than the card’s value, adding an average of $73 extra. The shift towards gift cards reflects broader economic pressures and changing shopping behaviours. More consumers are relying on them for self-use, budgeting, and even upspending. The trend is supported by growing comfort with digital tools and flexible payment methods.