Physical gift card sales on the rise, data shows

The Gift Card & Voucher Association’s (GCVA’s) State of the Nation 2021 research shows that gift card purchasing from physical stores regained significant momentum from March onwards, with GCVA research revealing that 49.6% of gift card purchasers bought a physical gift card from a bricks-and-mortar store in March, compared with 38.8% in February.

However, the research finds that 32% of consumers have either purchased a gift card online for the first time, or with greater frequency than previously, since the beginning of the pandemic.

Gail Cohen, director-general of the GCVA, said: “It is wonderful to see the gift card industry thriving across so many different channels, offering the public unparalleled choice in how, when and where they can purchase their gift cards. More than ever, shoppers across different demographics have varying needs and preferences, and retailers and other high street businesses would subsequently do well to meet this need, offering their customers the flexibility they desire.

“As we move forwards choice of channel, and an omnichannel offering, will be crucial to retailers meeting evolving customer needs. For example, we are increasingly seeing the rise of more environmentally-friendly physical gifting options such as recyclable gift cards, meaning that shoppers can pick the gifting option they prefer – whether this be digital or physical – while remaining environmentally friendly.”