Trends Report

The State Of Gift Cards And Stored-Value Solutions In Retail Payments

Rethink Gift Cards As Strategies, Not Just Products

February 1st, 2023
Lily Varon, Principal Analyst
Lily Varon Principal Analyst
Nicole Murgia, Senior Researcher
Nicole Murgia Senior Researcher
With contributors:
Fiona Swerdlow , Connor Weathers

Summary

Gift cards have been part of the retail ecosystem for decades, but many retailers don’t use them to their full potential. Retailers and brands too often treat gift cards as a product category. But the number of possible applications of digital gift cards and stored-value technologies is growing and can bolster a retailer or brand’s marketing, commerce, and loyalty strategies. When gift card and stored-value solutions are better integrated into a retailer’s or brand’s digital strategy, they improve cash flow, encourage new and repeat purchases, and drive customer loyalty. In this report, we define the gift card and stored-value space and uncover key use cases.

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