Gift Card Consumer Insights & Key Trends

The 2020 Gift Card Gauge from Fiserv shows how gift cards have become a gift of choice for many consumers during the pandemic and beyond.

The pandemic has significantly transformed how consumers choose to spend and manage their money. It’s all about demand for digital convenience and contactless transactions. 

Gift cards are no exception to this ongoing transformation. They remain popular among consumers, but how gift cards are purchased, distributed and redeemed is changing – creating exciting opportunities for businesses to drive consumer engagement, increase revenue and build brand loyalty.

Our October Gift Card Gauge from Fiserv, a survey to 1,017 U.S. consumers, reveals key insights into gift card attitudes and buying behaviors since the onset of the pandemic.


Incentives help drive holiday sales

65% of consumers surveyed

said a merchant incentive would motivate them to buy a digital gift card on Black Friday.

View the Infographic

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