Gift Card in US 2026 show a product Americans love and often neglect: 77% of consumers plan to buy gift cards this year, 47% name them their most wanted holiday gift, and holiday gift card spending reached $29.1 billion in 2025. The latest Bankrate survey adds that 43% of adults hold at least one unused card, averaging $244 per person and about $27 billion nationwide, while reported gift card fraud losses climbed to $198.8 million in the first three quarters of 2025.
Gift Card in US 2026 – Introduction
Gift Card in US 2026 describe high demand and low follow-through. Gift cards top the National Retail Federation wish list at 47%, ahead of clothing at 44%. 77% of consumers plan to buy at least one this year. Shoppers like them because the recipient picks the gift, the purchase takes minutes and the price fits any budget. Retailers like them for a quieter reason. Some balances never get spent.
This report gathers the latest verified numbers on gift card spending, popularity, brands, unused balances and fraud. It draws on the National Retail Federation, Blackhawk Network, Bankrate, the Federal Trade Commission and the Consumer Financial Protection Bureau. Each section pairs a chart with a data table and a plain breakdown of every metric. Some figures come from 2025 and 2024 surveys because no newer edition exists. Each source line gives the survey date so you can judge the age of the data.
Interesting Facts About Gift Card in US 2026
KEY GIFT CARD INDICATORS, US (% OF GROUP)
Boomers who want gift cards | ██████████████████████████████ 59%
Consumers planning to buy in 2026 | ██████████████████████████████████████ 77%
Adults naming gift cards top wish | ████████████████████████ 47%
Adults with an unused card | ██████████████████████ 43%
| Fact | Data | Measured By |
|---|---|---|
| Consumers planning to buy gift cards in 2026 | 77% | Blackhawk Network |
| Adults who name gift cards their top holiday wish | 47% (clothing: 44%) | National Retail Federation |
| Holiday gift card spending, 2025 | $29.1 billion ($28.6 billion in 2024) | National Retail Federation |
| Projected 2026 holiday retail sales | $1.013 trillion (up 4.2%) | National Retail Federation |
| Adults with at least one unused gift card | 43% | Bankrate |
| Average unused balance per holder | $244 (about $27 billion nationwide) | Bankrate |
| Baby boomers who want gift cards | 59% | National Retail Federation |
| Gift card fraud losses, first three quarters of 2025 | $198.8 million ($158.4 million in 2024) | Federal Trade Commission |
Source: National Retail Federation (2025 and 2026 holiday surveys); Blackhawk Network (January 2026); Bankrate/YouGov (August 2024); Federal Trade Commission Consumer Sentinel Network.
Demand sets the tone. 77% of consumers plan to buy gift cards in 2026, and 47% want to receive one, which beats every other gift category. Baby boomers lead the wish list at 59%. Holiday gift card spending hit $29.1 billion in 2025, and NRF projects total 2026 holiday sales of $1.013 trillion, up 4.2%. Gift Card Statistics in US show a category that grows with the holiday economy.
Waste and risk follow demand. 43% of adults hold an unused card, with an average balance of $244 and a national total near $27 billion. Scammers also target the category. Reported gift card fraud losses reached $198.8 million in the first three quarters of 2025, up from $158.4 million a year earlier. Americans buy more cards than they use, and criminals notice.
How Much Do Americans Spend on Gift Cards in 2026?
HOLIDAY GIFT CARD SPENDING, US (BILLIONS OF DOLLARS)
2024 season | █████████████████████████████ $28.6B
2025 season | █████████████████████████████ $29.1B
| Metric | Value |
|---|---|
| Holiday gift card spending, 2024 | $28.6 billion |
| Holiday gift card spending, 2025 | $29.1 billion |
| Average spend per gift card buyer | $171.32 |
| Holiday shoppers who plan to buy gift cards | 43% |
| Gift cards bought per shopper | 3 to 4 |
| Projected 2026 holiday retail sales | $1.013 trillion (up 4.2%) |
| Shoppers who say the economy will affect spending | 56% |
Source: National Retail Federation holiday gift card survey, 2025 season (Prosper Insights & Analytics); NRF 2026 holiday forecast and survey, October 2026. NRF had not published a 2026 gift card total in the sources reviewed.
NRF estimated holiday gift card spending at $29.1 billion in 2025, up from $28.6 billion in 2024. The gain is $0.5 billion, or about 1.7%. 43% of holiday shoppers planned to buy gift cards. Those buyers expected to purchase 3 to 4 cards each and spend an average of $171.32 per person. The pattern points to many small purchases instead of a few large ones.
The wider 2026 picture sets the frame. NRF projects holiday sales of $1.013 trillion, up 4.2% over 2025. 56% of shoppers say the economy will shape their spending. Gift cards fit that mood because the buyer controls the amount. When budgets tighten, a fixed-value gift avoids overspending. Gift Card Statistics in US therefore track the same price pressure as the rest of retail.
Are Gift Cards the Most Wanted Holiday Gift in 2026?
MOST WANTED HOLIDAY GIFTS, 2026 (% OF SHOPPERS)
Gift cards | ████████████████████████ 47%
Clothing | ██████████████████████ 44%
Books and media | ████████████ 25%
Personal care and beauty | ████████████ 24%
| Item or Group | Value |
|---|---|
| Gift cards, share of shoppers who want them | 47% |
| Clothing, share of shoppers who want it | 44% |
| Books and other media | 25% |
| Personal care or beauty items | 24% |
| Gen X who most want gift cards | 46% |
| Baby boomers who most want gift cards | 59% |
| Millennials who most want clothing and accessories | 50% |
Source: National Retail Federation, “2026 Holiday Shopping Trends: What Consumers Are Planning,” October 2026 (Prosper Insights & Analytics survey of 8,094 U.S. adults, October 1-7, 2026).
Gift cards rank first on the 2026 wish list at 47%. Clothing follows at 44%, a gap of 3 points. Books and other media draw 25%, and personal care or beauty items draw 24%. Gift cards come close to doubling the next non-apparel category. People ask for the one gift that lets them choose for themselves.
Age changes the answer. 59% of baby boomers and 46% of Gen X put gift cards at the top of their lists. That is a 13-point gap between the two groups. Millennials break the pattern. 50% of them rank clothing and accessories first. Anyone who wants to forecast Gift Card Statistics in US needs to track generations, because older shoppers drive the wish for cards. Retailers that target boomers with card promotions meet the strongest stated demand, and brands that sell to Millennials may do better with product bundles.
How Many Americans Plan to Buy Gift Cards in 2026?
GIFT CARD BUYING BEHAVIOR, US (% OF GROUP)
Planning to buy in 2026 | ██████████████████████████████████████ 77%
Have given a gift card | ██████████████████████████████████████████ 84%
Holiday shoppers planning cards | ██████████████████████ 43%
Buy cards with loyalty points | █████████ 18%
| Metric | Value |
|---|---|
| Consumers planning to buy gift cards in 2026 | 77% |
| Americans who have ever given a gift card | 84% |
| Holiday shoppers planning gift cards (NRF) | 43% |
| Consumers who buy gift cards with loyalty points | 18% (up 4 points since 2024) |
| Younger consumers who use AI tools for gift shopping | Nearly 50% |
Source: Blackhawk Network 2026 gifting research (January 2026 survey of 2,138 U.S. adults); Bankrate/YouGov, August 2024; National Retail Federation, 2025 season.
77% of consumers plan to buy gift cards in 2026, according to Blackhawk Network. NRF’s holiday survey shows a lower figure of 43%. The two numbers measure different things. Blackhawk asks about the whole year. NRF asks holiday shoppers about one season. Bankrate adds that 84% of Americans have given a gift card at some point, so the habit is nearly universal.
Payment methods are changing. 18% of consumers now buy gift cards with loyalty points, up 4 points from 2024. Nearly half of younger consumers use AI tools for gift shopping, mostly to compare brands and find the best prices. Shoppers earn rewards, then trade them for cards, which turns points into gifts without touching cash. That loop keeps Gift Card Statistics in US growing even when cash is tight.
What Are the Most Popular Gift Card Brands and Categories in the US in 2026?
MOST POPULAR GIFT CARD CATEGORIES, US (% OF BUYERS)
Restaurants | ██████████████ 27%
Bank-issued cards | ████████████ 25%
Department stores | ████████████ 25%
Coffee shops | ██████████ 20%
| Metric | Value |
|---|---|
| Restaurant cards, share of buyers | 27% |
| Bank-issued cards, share of buyers | 25% |
| Department store cards, share of buyers | 25% |
| Coffee shop cards, share of buyers | 20% |
| Amazon.com gifts sent, 2025 | 48,667 |
| Walmart gifts sent, 2025 | 6,998 |
| Starbucks gifts sent, 2025 | 5,872 |
| Target gifts sent, 2025 | 5,838 |
| DoorDash gifts sent, 2025 | 4,350 |
Source: National Retail Federation holiday gift card survey, 2025 season (category shares); Tremendous 2025 employee gifting data (brand counts from a business rewards platform, not consumer sales).
Restaurants lead the categories at 27% of buyers. Bank-issued cards and department store cards tie at 25%, and coffee shop cards reach 20%. The spread is tight, which means no single category dominates. Shoppers split between food, flexible spending cards and big-box retail. A buyer who wants safety picks a card that works in many places.
Brand counts come from a business rewards platform, so they show recipient choice, not consumer sales. Amazon.com led with 48,667 gifts in 2025, about 7 times Walmart at 6,998. Starbucks followed with 5,872, Target with 5,838 and DoorDash with 4,350. Virtual Visa prepaid cards also drew 43,096 gifts on that platform. Recipients pick breadth over loyalty, which is why Amazon sits far above every other name in Gift Card Statistics in US.
How Many Unused Gift Cards Do Americans Hold in 2026?
AVERAGE UNUSED GIFT CARD BALANCE PER HOLDER, US (DOLLARS)
2021 | ████████████ $116
2022 | ██████████████████ $175
2023 | ███████████████████ $187
2024 | ████████████████████████ $244
| Metric | Value |
|---|---|
| Adults with at least one unused gift card | 43% |
| Adults with no unused gift card | 52% |
| Adults not sure | 6% |
| Average unused balance, 2024 | $244 |
| Median unused balance, 2024 | $100 |
| Estimated national total of unused value | About $27 billion |
| Average unused balance, 2023 | $187 |
| Average unused balance, 2022 | $175 |
| Average unused balance, 2021 | $116 |
Source: Bankrate, “Gift Cards Survey,” September 2024 (YouGov survey of 2,373 U.S. adults, August 19-21, 2024). Bankrate had not published a newer edition in the sources reviewed.
43% of adults hold at least one unused gift card, voucher or store credit. 52% hold none, and 6% are not sure. The average unused balance is $244, but the median is $100. That gap shows a few large balances pull the average up. Bankrate estimates the national total at about $27 billion. More than 1 in 3 Americans have lost money to an expired, lost or defunct card.
The balance keeps growing. The average rose from $116 in 2021 to $175 in 2022, $187 in 2023 and $244 in 2024. That is a 110% increase in three years, and 30% in the last year alone. Inflation also erodes card value over time, which makes delay costly. Gift Card Statistics in US show that people spend less of each card than they plan to.
Which Americans Hold the Most Unused Gift Card Value in 2026?
AVERAGE UNUSED BALANCE BY GENERATION, US (DOLLARS)
Millennials | █████████████████████████████████ $332
Gen X | ██████████████████████████ $255
Baby boomers | ███████████████████████ $227
Gen Z | ██████████████ $142
| Group | Value |
|---|---|
| Millennials, average unused balance | $332 |
| Gen X, average unused balance | $255 |
| Baby boomers, average unused balance | $227 |
| Gen Z, average unused balance | $142 |
| Households earning $100,000 or more with an unused card | 55% |
| Average balance, households earning $100,000 or more | $348 |
| Households earning under $50,000 with an unused card | 35% |
| Average balance, households earning under $50,000 | $180 |
Source: Bankrate, “Gift Cards Survey,” September 2024 (YouGov survey of 2,373 U.S. adults, August 19-21, 2024).
Millennials hold the largest forgotten balance at $332 per person. Gen X follows at $255 and baby boomers at $227. Gen Z holds $142. Millennials carry about 2.3 times the unused value of Gen Z. Millennials buy more cards, receive more of them and often hold several at once. Younger buyers have had less time to collect a stack.
Income splits the data even more. 55% of households earning $100,000 or more hold an unused card, with an average balance of $348. Only 35% of households under $50,000 do, with an average of $180. The high-income balance is almost 1.9 times the low-income balance. Wealthier households receive more cards and feel less pressure to spend them. A $348 balance can sit untouched for a year when rent and groceries do not depend on it. Gift Card Statistics in US show that waste rises with income.
How Big Is Gift Card Fraud in the US in 2026?
REPORTED GIFT CARD FRAUD LOSSES, FIRST THREE QUARTERS (MILLIONS OF DOLLARS)
2024 | ████████████████ $158.4M
2025 | ████████████████████ $198.8M
| Metric | Value |
|---|---|
| Gift card fraud losses, first three quarters of 2024 | $158.4 million |
| Gift card fraud losses, first three quarters of 2025 | $198.8 million |
| Gift card fraud reports, full year 2022 | 48,800 |
| Gift card fraud losses, full year 2022 | $228 million |
| Total reported US fraud losses, 2025 | $15.9 billion |
| Total reported US fraud losses, 2024 | $12.5 billion |
| Months before inactivity fees can start | 12 |
| Years before gift card funds can expire | 5 |
Source: Federal Trade Commission, Consumer Sentinel Network (2022, 2024 and 2025 data); Consumer Financial Protection Bureau gift card rules.
Reported gift card fraud losses rose from $158.4 million in the first three quarters of 2024 to $198.8 million in the same period of 2025. That is a 25.5% jump. The nine-month 2025 total already equals about 87% of the full-year 2022 loss of $228 million, which came from 48,800 reports. Scammers still ask victims to read card numbers over the phone or by text.
Gift cards sit inside a much larger fraud problem. Reported losses across all payment types hit $15.9 billion in 2025, up 27% from $12.5 billion in 2024. Federal rules offer some protection for ordinary cards. Issuers cannot charge inactivity fees for the first 12 months, and funds cannot expire for at least 5 years. Those rules protect balances, not victims of fraud, which keeps fraud central to Gift Card Statistics in US.
Gift Card in US 2026 – Frequently Asked Questions
What Are the Latest Gift Card in US 2026?
77% of consumers plan to buy gift cards in 2026, and 47% of shoppers want to receive one. Holiday gift card spending hit $29.1 billion in 2025. 43% of adults hold an unused card, averaging $244.
How Much Do Americans Spend on Gift Cards in 2026?
NRF estimated holiday gift card spending at $29.1 billion in 2025, up from $28.6 billion in 2024. Buyers averaged $171.32 each. NRF had not released a 2026 gift card total in the sources reviewed.
Are Gift Cards the Most Popular Gift in 2026?
Yes. Gift cards lead the NRF 2026 wish list at 47%, ahead of clothing at 44%. Baby boomers want them most at 59%, while Millennials rank clothing and accessories first at 50%.
How Many Americans Have Unused Gift Cards in 2026?
The latest Bankrate survey, from August 2024, found that 43% of US adults have at least one unused gift card, voucher or store credit. 52% have none, and 6% are not sure.
How Much Money Is Sitting on Unused Gift Cards in the US in 2026?
Bankrate estimates about $27 billion in unused gift card value nationwide. The figure comes from the August 2024 survey and covers cards, vouchers and store credits together.
What Is the Average Unused Gift Card Balance in 2026?
The average unused balance is $244 per holder, up from $116 in 2021. The median is $100, which shows that a few large balances raise the average.
Which Gift Card Brands Are Most Popular in the US in 2026?
Amazon.com leads by a wide margin. On one business rewards platform, Amazon.com sent 48,667 gifts in 2025, followed by Walmart at 6,998, Starbucks at 5,872 and Target at 5,838.
Which Generation Holds the Most Unused Gift Cards in 2026?
Millennials hold the most at $332 per person. Gen X holds $255, baby boomers $227 and Gen Z $142. Households earning $100,000 or more hold the highest balances overall at $348.
Do Gift Cards Expire in 2026?
Federal rules say funds cannot expire for at least 5 years, and issuers cannot charge inactivity fees for the first 12 months. Store credits and promotional cards can follow different rules, so check the terms.
How Much Money Do Americans Lose to Gift Card Scams in 2026?
FTC data shows $198.8 million in reported gift card fraud losses in the first three quarters of 2025, up from $158.4 million in 2024. Actual losses run higher because many victims never report.
What Percentage of Americans Plan to Buy Gift Cards in 2026?
Blackhawk Network found that 77% of US consumers plan to buy gift cards in 2026. NRF’s narrower holiday survey puts the share of holiday shoppers at 43%.
Who Wants Gift Cards the Most in 2026?
Baby boomers lead at 59%. Gen X follows at 46%. Among all shoppers, 47% name gift cards as the gift they most want this holiday season.
Are Younger Consumers Using AI to Shop for Gift Cards in 2026?
Blackhawk Network reports that nearly half of younger consumers use AI tools for gift shopping, mainly to compare brands and find the best prices. Also, 18% of consumers buy gift cards with loyalty points.
How Can Americans Use Up Unused Gift Cards in 2026?
Check balances on the issuer’s website and spend them first. Generic prepaid cards can start charging inactivity fees after 12 months. Resale sites usually pay about 70 to 80 cents per dollar.
Are Digital or Physical Gift Cards More Popular in 2026?
Blackhawk Network reports that physical cards remain the preferred format overall, even as digital cards grow. Shoppers favor plastic for in-person gifts and digital cards for last-minute and long-distance gifts.
Why Do Gift Cards Go Unused in 2026?
People lose cards, forget balances and let cards expire. Bankrate found that more than 1 in 3 Americans have lost money to an expired, lost or out-of-business card. Higher-income households also feel less pressure to spend them.
How Fast Is Gift Card Fraud Growing in 2026?
Reported gift card fraud losses grew 25.5% between the first three quarters of 2024 and the same period of 2025. Total reported US fraud losses rose 27% in 2025, from $12.5 billion to $15.9 billion.
Why Do NRF and Blackhawk Report Different Gift Card Numbers in 2026?
The surveys ask different questions. Blackhawk asks consumers whether they plan to buy gift cards during 2026, and 77% say yes. NRF asks holiday shoppers about one season, and 43% say yes.
Do Higher-Income Households Hold More Unused Gift Cards in 2026?
Yes. 55% of households earning $100,000 or more hold an unused card, with an average of $348. Only 35% of households under $50,000 hold one, averaging $180.
Is Gift Card Spending Growing in 2026?
Slowly. NRF estimated holiday gift card spending at $29.1 billion in 2025, up about 1.7% from $28.6 billion in 2024. NRF projects total 2026 holiday sales to rise 4.2%, and gift cards usually move with that trend.
Disclaimer: This research report is compiled from publicly available sources. While reasonable efforts have been made to ensure accuracy, no representation or warranty, express or implied, is given as to the completeness or reliability of the information. We accept no liability for any errors, omissions, losses, or damages of any kind arising from the use of this report.