Blackhawk Network (BHN) Research Finds Gift Card Momentum Building as Consumers Adopt Defensive Spending Strategies

Annual study reveals how consumers are using gift cards, loyalty rewards, social commerce and AI-powered shopping tools to maximize spending power

Blackhawk Network (BHN), a global leader in branded payments, today released new U.S. findings from its annual global gifting research study showing how consumers are adopting defensive spending behaviors to manage budgets, bolster spending power and navigate continued financial pressures. The research found that the number of consumers planning to purchase gift cards for self-use as part of a spending strategy nearly doubled year over year, rising from 31% in 2025 to 56% in 2026. The findings also show consumers are looking for more ways to maximize value, including using loyalty points and rewards programs to help stretch spending power.

Overall, 77% of U.S. consumers plan to purchase gift cards in 2026. The findings reflect a growing focus on affordability as shoppers navigate ongoing concerns around grocery and dining prices, inflation and fuel costs. Digital and social commerce channels are also rising in popularity as consumers explore more ways to maximize their spending.

“Years of economic pressure have driven consumers to become much more intentional about how they spend, and gift cards have emerged as powerful budgeting and inflation-fighting solutions,” said Brett Narlinger, chief revenue officer at BHN. “Gift cards continue to be popular and budget-friendly options for gifting, but the majority of consumers are intentionally purchasing and using them to establish financial guardrails while spending power is stretched thin. Our research shows people want control and flexibility across physical and digital shopping channels, as well as more ways to fund purchases, including loyalty points and rewards programs. Shoppers are also turning to AI-powered searches to find the best deals and compare prices. As shoppers prioritize value, these habitual saving strategies are becoming second-nature and will increasingly shape how retailers approach marketing, integrate their brands into AI searches and remain visible within the flow of modern commerce.”

The research highlights several other key consumer and gifting trends:

• Consumers remain highly focused on affordability: Budget pressures and price increases continue to generate anxiety around affordability, with grocery and dining prices ranking as a top concern among 72% of respondents. Fuel price concerns experienced the most dramatic spike with a sharp 30% increase year over year.

• Consumers value both physical and digital gift cards: Physical gift cards remain the preferred format overall, but nearly one-third of consumers prefer having both physical and digital options, suggesting each format supports different gifting needs, occasions and delivery preferences.

• Gift card purchases are infiltrating social media: Around seven in 10 Gen Z and Millennial, and one in three Gen X and Boomer respondents plan to purchase gift cards during a social channel streaming event this year. This represents a 19% increase for younger generations and a 120% increase among older generations compared to 2025.

• AI is becoming more influential, especially among younger consumers: Nearly half of younger consumers reported using AI for gift shopping with the most common uses including comparing products or brands and finding the best prices.

• Consumers are leveraging loyalty points to maximize value: Eighteen percent of consumers reported purchasing gift cards using loyalty points, up four percentage points since 2024. Consumers reported using these gift cards for both gifting and budgeting purposes.

• Gift cards deliver notable upspend for retailers: Nearly 60% of shoppers would spend beyond the original value of gift cards when redeeming them. Average upspend totaled $73, up $5 since 2024, and average upspend on gift cards valued at $50 or more has increased nearly 10% since 2024. The denominations most likely to drive upspend were $50 and under, with 74% of respondents willing to spend more than the value of a $10 card.

For additional insights and detailed findings on U.S. consumer shopping and gift card behaviors, download the full 2026 Gifting Research at BHN.com.

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.