Gift cards remain one of the most popular payment tools in the U.S., not just during the holidays but year-round. As consumer preferences shift and digital adoption grows, the types of gift cards people buy reveal larger trends in spending behavior. Categories like dining, retail, and entertainment continue to lead the pack, but newer segments are emerging as consumer priorities evolve. These patterns offer valuable insight into how and where people want to spend—and what brands are top of mind.
Don’t miss another episode of Truth In Data! Click on the red bell in the lower-left of your screen to receive notifications as soon as the episode publishes.
Data for today’s episode is provided by Javelin Strategy & Research’s Report: 21st Annual U.S. Closed-Loop Prepaid Card Market Forecast, 2024-2028
Top Consumer Gift Card Purchase Categories
- 46% – Online-only merchandise retailers
- 45% – Mass merchandisers
- 31% – Coffee or specialty food shops
- 30% – Fast food restaurants/quick serve
- 24% – Department store retailers
Source: Javelin Strategy & Research
About Report
Javelin Strategy & Research’s latest report offers a fresh look at the current state of the closed-loop prepaid market, highlighting the forces shaping its growth and transformation. While the overall outlook remains steady, category-specific trends are unfolding. In-store gifting is expected to maintain solid momentum, while segments like transit show both strength and vulnerability to change. This year’s analysis also brings new attention to the surging demand in online gaming and gambling—a segment that now ranks among the largest and fastest-growing in prepaid.
Economic shifts are playing a significant role, with easing inflation creating tailwinds for some categories while tempering gains in others. U.S. consumers continue to embrace closed-loop cards as a key payment option, and Javelin’s findings point to a rebound in certain sectors, rising card load volumes, and untapped market potential—alongside a few areas that are losing ground.
