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TRENDING: #brandedcurrency

2018 Prepaid Consumer Insights Study

Scroll down to
explore the report

  • Intro
  • What
  • Why
  • Where
  • How Often
  • How Much
  • 2,003

    Respondents

    100%

    18+ years old

    2018

    October

    Our 2018 Consumer Insights Study takes a look at trends in branded currency and how you might leverage them this year. We've also added a new demographic, Linksters, to the mix:

    Linksters

    Age 18-23

    Socializers

    Age 24-37

    MTV® Generation

    Age 38-53

    Maturists

    Age 54+

    What

    #physicalFTW

    The average number of physical gift cards received has increased YOY, again. And those surveyed still prefer to give and receive physical gift cards over digital ones.

    Tablet background

    Receivers by age - 2018

    Physical Only

    E-Card Only

    Both

    Linksters

    Age 18-23

    29%

    17%

    13%

    Socializers

    Age 24-37

    23%

    10%

    32%

    MTV Generation

    Age 38-53

    27%

    15%

    31%

    Maturists

    Age 54+

    39%

    13%

    32%

    Purchasers by age - 2018

    Physical Only

    E-Card Only

    Both

    Linksters

    Age 18-23

    55%

    15%

    13%

    Socializers

    Age 24-37

    39%

    14%

    32%

    MTV Generation

    Age 38-53

    13%

    09%

    33%

    Maturists

    Age 54+

    40%

    09%

    28%

    Consumers surveyed prefer physical branded currency because it’s more personal and easier to use.
    They also prefer digital branded currency because it can be sent instantly and purchasing is more convenient.

    See why physical gift cards are still dominating digital gift cards #physicalFTW

    Share on social
    Wrapped gift Gift card
    Why

    #whatstheoccasion

    Consumers surveyed love to give gift cards, more than any other gift.

    Linksters icon

    Linksters


    47%

    would prefer to have a physical gift card over a traditional gift. They’re also the most open to e-gift cards than any other generation.

    Gift icon
    55%

    Amount of gifting budget consumers say they will spend on gift cards.

    Gift icon
    33%

    spend MORE on a gift card than a traditional gift.

    Consumers surveyed love to give gift cards more than any other gift. Make sure your brand is asking: #whatstheoccasion

    Share on social

    #ideserveit

    64%
    in 2018 vs
    58%
    in 2017

    Self-purchasing spend is on the rise, and the majority of self-purchasers are spending more on themselves than on others.

    Average Proportion of Card Spending on Self

    2017

    2018

    76%
    73%
    Linksters icon

    Linksters

    Age 18-23

    56%
    71%
    Socializers icon

    Socializers

    Age 24-37

    62%
    58%
    MTV Generation icon

    MTV Generation

    Age 38-53

    54%
    63%
    Maturists icon

    Maturists

    Age 54+

    Consider this in your marketing campaigns and designs.

    When buying for ourselves, we spend more on Fast Casual Restaurants than any other vertical.

    Consumers spend more money on gift cards for themselves than others, loudly proclaiming #ideserveit. See the stats.

    Share on social
    Treat yourself gift card pizza
    Where

    #bewheretheyare

    This split is fairly even across channels, so it’s important to consider this in your strategy.

    Online-only merchants attract the largest consumers of e-gift cards. A relatively large number of physical cards are used here too.

    Up to 50%
    of Socializers

    have an increasing interest in buying gift cards through a bank website or mobile app.

    There's a lot of channels consumers are looking to buy and use gift cards. Get the report and #bewheretheyare

    Share on social
    How Often

    #timetoreload

    33%

    About 1/3 of consumers reloaded a gift card.
    Linksters are reloading the most.

    33%

    Total

    61%
    Linksters icon

    Linksters

    Age 18-23

    47%
    Socializers icon

    Socializers

    Age 24-37

    26%
    MTV Generation icon

    MTV Generation

    Age 38-53

    20%
    Maturists icon

    Maturists

    Age 54+

    Consumers are reloading online or via mobile app.

    38%

    are interested in receiving notifications about their gift card balance and special offers by email.

    Make sure you're using email to let consumers know it's #timetoreload their gift cards.

    Share on social
    cheeseburger
    How Much

    #liftisup

    $59

    average amount spent over the value of the gift card.

    80%+

    of consumers with a Fine Dining, Fast Casual Restaurant or Drug Store gift card spent more than the value of their card.

    Supermarket gift cards are redeemed the most at

    94%

    And compared to all other business types, consumers overspend the most with a Supermarket gift card ... by $56.

    It's an exciting time for companies who leverage gift cards because #liftisup. See how much!

    Share on social
    makeup Supermarket gift card

    What’s the value?

    Gift cards bring a ton of value to consumers, so make sure you understand the value they can bring to your business as well.

    Linksters

    Linksters are the largest segment buying physical gift cards and the most open minded to digital cards. Having a strategy to reach them when/how/where they want is key.

    Branded Currency Strategy

    Do you have one? Is it up to date? From increasing revenue to growing margins to capturing data, make sure that you're leveraging current market opportunities.

    Make Sure They're Gifting You

    For the 5th year in a row, lift is on the rise. Knowing that consumers love to give gift cards over traditional gifts means you'll want to make sure they're gifting you.

    Are you gift card ready?

    We can help you get there.

    Phone icon 855-263-9767
    Email icon GiftSolutions@firstdata.com
    Cursor icon giftsolutions.com

    Data cited in this publication is the result of the 2018 Consumer Insights Study conducted by First Data.

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    ©2025 Fiserv, Inc. Fiserv is a registered trademark of Fiserv, Inc. All trademarks referenced here are the property of the respective owners. Merchant services provided by First Data Merchant Services LLC, a registered Independent Sales Organization of Wells Fargo Bank, N.A., Concord, CA; Deutsche Bank AG, New York, NY; PNC Bank N.A., Pittsburgh, PA; MVB Bank, Fairmont, WV; Pathward, N.A., Sioux Falls, SD; and Citizens Bank, N.A., Providence, RI.

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