The future of gift cards: 2026 consumer trends

One size doesn’t fit all

Gift cards are an ideal way to reward employees, research participants, customers, partners, and donors. But the gift card brands and delivery methods that work best for Baby Boomers in the Northeast may not land the same with Gen Zers in the Midwest or Millennials in the South.

Explore how consumers are purchasing and using gift cards by region and generation – and how to adapt your incentive program strategy in 2026 accordingly.