Gift Card Trends 2026: AI, Gen Z & Omnichannel

Consumers are spending more cautiously but more strategically. As inflation, rising debt, and economic uncertainty pressure household budgets, shoppers are becoming intentional about every purchase. This focus on value and flexibility is fueling interest in prepaid products, with gift cards no longer reserved for holidays but increasingly used for loyalty rewards, personal budgeting, and everyday spending. BHN’s 2026 Global Spring Gifting Research reveals that gift cards are rising in strategic importance, and merchants must adopt omnichannel, AI-aware approaches to capture the opportunity.

Generational Shifts and Self-Use Growth

Younger consumers are leading the pivot: 72% of Gen Z and millennial respondents purchased gift cards instead of physical gifts in the past year, versus 38% of older consumers. About 77% of all respondents plan to buy a gift card to give in the coming year, and self-use of gift cards has grown by nearly double digits. For younger shoppers with tighter discretionary budgets, gift cards maximize value, reduce waste, and offer convenience such as earning loyalty points on purchases. This dual gifting and self-use trend creates incremental revenue opportunities for brands.

Technology as a Value Optimization Toolkit

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