Blackhawk Network (BHN), a global leader in branded payments, has released new findings from its annual U.S. consumer gifting study, revealing a significant shift in how Americans are managing their finances amid ongoing economic pressures. The research shows that consumers are increasingly turning to gift cards not only as gifting solutions but also as practical budgeting tools to help control spending and maximize purchasing power.
According to the study, the number of consumers planning to purchase gift cards for personal use has nearly doubled compared to the previous year, increasing from 31% in 2025 to 56% in 2026. This trend reflects a broader movement toward defensive spending habits as households continue to face concerns over inflation, rising grocery and dining costs, and fuel expenses.
The research found that 77% of U.S. consumers intend to purchase gift cards in 2026, highlighting the continued popularity of the category. Consumers are increasingly using gift cards to establish spending limits, manage budgets, and navigate financial uncertainty. At the same time, many shoppers are seeking additional ways to stretch their budgets through loyalty programs, rewards points, and digital commerce channels.
Brett Narlinger, Chief Revenue Officer at BHN, noted that years of economic challenges have made consumers more intentional with their spending decisions. He explained that gift cards have evolved beyond traditional gifting and are now viewed as effective tools for budgeting and financial control. The study also indicates that consumers are looking for greater flexibility across both physical and digital shopping environments while exploring alternative payment methods such as loyalty rewards.
Affordability remains a major concern for American consumers. Nearly three-quarters of respondents identified grocery and dining prices as significant financial worries. Fuel costs experienced the largest increase in concern levels, rising sharply compared to the previous year. These pressures continue to influence purchasing decisions and encourage consumers to seek value-driven solutions.
The study also found that both physical and digital gift cards continue to play important roles in consumer purchasing behavior. While physical gift cards remain the preferred option overall, nearly one-third of respondents expressed a preference for having access to both formats. This suggests that consumers appreciate the flexibility of choosing the format that best fits different occasions, gifting preferences, and delivery methods.
Social commerce is becoming an increasingly important channel for gift card purchases. Approximately seven in ten Gen Z and Millennial consumers indicated they plan to purchase gift cards during live-streaming or social media shopping events this year. Among Gen X and Baby Boomers, about one-third reported similar intentions. Compared to 2025, this represents a 19% increase among younger consumers and an impressive 120% increase among older generations, highlighting the growing influence of social commerce across all age groups.
Artificial intelligence is also playing a larger role in shopping decisions. Nearly half of younger consumers reported using AI-powered tools when purchasing gifts. The most common applications include comparing products and brands, identifying the best prices, and discovering deals. As AI becomes more integrated into the shopping experience, it is increasingly shaping how consumers research and evaluate purchasing options.
Loyalty programs continue to deliver value for consumers as well. Eighteen percent of respondents reported using loyalty points to purchase gift cards, marking an increase of four percentage points since 2024. These gift cards are then used for both gifting and personal budgeting purposes, further extending the value of rewards programs.
For retailers, gift cards continue to generate additional spending beyond their face value. Nearly 60% of consumers reported spending more than the value of their gift card when redeeming it. The average additional spend reached $73, an increase of $5 since 2024. Gift cards valued at $50 or more generated nearly 10% higher additional spending compared to two years ago. Smaller denomination cards, particularly those valued at $50 or less, proved especially effective, with 74% of consumers indicating they would spend beyond the original card value.
Overall, BHN’s findings demonstrate that gift cards are increasingly being used as financial management tools, helping consumers navigate economic challenges while creating valuable opportunities for retailers to drive engagement and incremental sales.
About Blackhawk Network (BHN)
Today, through BHN’s single global platform, businesses of all kinds can tap into the world’s largest network of branded payment solutions. BHN helps businesses grow revenue, increase loyalty, motivate and reward their teams, disburse funds and engage consumers. Branded payment solutions include the issuance and distribution of gift cards, eGifts, corporate payouts and rewards, along with the technology to deliver these products in seamless, integrated ways. BHN’s network spans the globe with more than 400,000 consumer touchpoints. Learn more at BHN.com.
Research Methodology:
Blackhawk Network’s (BHN) 2026 global gifting research was conducted in January 2026 among consumers across 24 countries. The U.S. findings referenced in this release are based on a survey of 2,138 American adults ages 18 and older.
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