The Blackhawk report’s findings were congruent with the National Retail Federation’s survey, which found that more than half of consumers wanted gift cards for the holidays. Previous research from the Blackhawk Network also found that millennial and Gen Z consumers are increasingly purchasing e-gift cards.
“As consumer demand for omnichannel innovations and alternative payments continues to increase, we anticipate gift card utility will also expand and contribute to sustained growth for the category this holiday and beyond,” Theresa McEndree, Blackhawk Network vice president of marketing, said in a statement.
