Gift Card Usage Surges as Consumers Adopt Defensive Spending Tactics…

Event summary

Blackhawk Network's 2026 research shows 56% of U.S. consumers plan to use gift cards for self-budgeting, up from 31% in 2025.
77% of U.S. consumers intend to purchase gift cards in 2026, driven by affordability concerns.
AI-powered searches and loyalty points are increasingly used to maximize gift card value.
60% of shoppers spend beyond the original value of gift cards, with average upspend at $73.

The big picture

Blackhawk Network's findings highlight a strategic shift in consumer spending, with gift cards becoming a key tool for budget management amid economic pressures. The rise of digital and AI-driven shopping channels reflects broader trends in retail innovation, as consumers seek flexibility and value. The data suggests retailers must adapt their marketing and loyalty programs to align with these evolving consumer behaviors.

What we're watching

Affordability Focus: How sustained inflation and rising costs will continue to drive defensive spending behaviors.
Digital Integration: The pace at which retailers adopt AI and social commerce to enhance gift card visibility and accessibility.
Loyalty Program Impact: Whether the increasing use of loyalty points for gift card purchases will reshape consumer rewards strategies.