When it comes to receiving a gift, consumers increasingly have options that extend well beyond what’s wrapped in a box. In 2026, 23% of recipients said they preferred a general-purpose gift card, followed closely by retailer-specific gift cards and cash, at 21% each. Another 12% preferred funds deposited directly into a P2P payment app, while 9% favored a physical gift. The full results reveal how recipients’ preferences have evolved over the past several years—and where traditional and digital gifting options now stand.
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Data for today’s episode is provided by Javelin Strategy & Research’s Report: 2026 Prepaid Holiday Preview: Gift Cards Are Reliable Winners, Even in Uncertain Times
Recipients’ Preferred Form of Gifts, 2026
- 23% – General-purpose gift card
- 21% – Retailer-specific gift card
- 21% – Cash
- 12% – Funds deposited into a P2P payment app
- 9% – A physical gift
- 2% – check
- 8% – No preference
Source: Javelin Strategy & Research
About Report
Economic conditions heading into the 2026 holiday season could affect gift card purchasing differently across consumer groups. While some shoppers remain well positioned to spend, others may be more cautious, making loyal and repeat gift card buyers especially important to program performance.
The report examines where demand is likely to hold up during the holidays and the role returning customers can play in supporting fourth-quarter results. It also explores how factors such as in-store visibility, card and package design, and the assortment of gift card categories can influence purchasing decisions. Despite changing spending patterns, gift cards continue to stand out as a popular option for both those giving and receiving gifts.
