2024 Holiday Gift Card Study Highlights
Since 2016, Gift Card Granny has been tracking gifting trends, and the latest survey results are here! Again this year, thousands of participants were invited to share their insights on the newest gift card preferences. Here’s what we discovered:
Top Gift Cards for Gifting
- Amazon holds the crown for the fifth year in a row (75% of votes!)
- Visa trails closely behind at 58%
- Walmart lands in third with 52%
- Mastercard makes its debut in the top four with 36%
- Starbucks and Target tied for fifth place at 35%
Consumers shared that these are their most preferred gift cards to give and receive.
Favorite Retailers for 2024 Holiday Shopping
Amazon leads holiday shopping yet again, chosen by nearly half of the respondents (49%, up 6%!).
Walmart (15%), Visa (12%), and Target (6%) also hold strong spots for holiday purchases.
eGift Cards Are on the Rise
80% of respondents have purchased a digital gift card, up slightly from last year. 39% now prefer eGift cards over plastic ones, while 31% don’t mind either way. 61% are using mobile apps to buy their gift cards.
How Many Gift Cards Do People Buy?
Buying gift cards isn’t just for special occasions—it’s now a year-round trend: 32% of people purchase 7+ cards every year as gifts for events like birthdays and holidays. 21% admit they buy 7+ for their own personal use (hello, cashback perks!).
Consumers Love Incentives
Deals and offers are huge motivators. 53% of shoppers admit to buying gift cards just to score cash back, reward points, or special promotions.
A Personalized Touch
81% of respondents said they’d love to receive a customized gift card with a personal photo printed on it. It’s the little things that make gifting special!
Have You Lost a Gift Card?
Good news—fewer people are losing their gift cards! This year, only 45% said they’d misplaced one, compared to 51% last year.
Watch Out for Scams
While gift cards are a popular present, 20% of users revealed they’ve been victims of gift card-related scams. Always stay alert and buy from trusted sources!
About the Study
The survey was conducted from November 11–25, 2024, with Gift Card Granny users aged 18 and older. The margin of error is ±2% at a 98% confidence level.
Gift cards continue to be a versatile and thoughtful gift for every occasion. Want to stay ahead of the trends or snag some gift card deals? Visit Gift Card Granny today!
