Blackhawk Network Report Highlights AI Gaps in Retail Gift Card Programs
Event summary
- Blackhawk Network released its ninth annual Best Direct Digital Gift Cards Benchmark Report, evaluating 120 brands across 19 industry verticals.
- The report found that only 61% of brands met AI-search criteria and just 5% offered AI-powered gifting recommendations.
- AI-driven traffic to retail websites increased approximately 4,700% in 2025, according to Capital One Shopping.
- Mobile-first design was a key differentiator, with top-performing verticals averaging 85% on mobile-experience criteria.
The big picture
Blackhawk Network's report underscores the growing influence of AI in retail, with projections indicating nearly half of online shoppers will use AI shopping agents by 2030. The global gift card market is expected to reach $1.7 trillion by 2030, highlighting the strategic importance of optimizing digital gift card programs for AI-driven discovery and customer experience.
What we're watching
- AI Integration
- How retailers will adapt to AI-driven discovery and purchase engagement trends.
- Mobile Optimization
- Whether brands can sustain mobile-first design advantages as consumer expectations evolve.
- Year-Round Marketing
- The pace at which retailers shift from holiday-focused to year-round gift card promotions.
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