Introduction
December is the most magical — and most profitable — month of the year for retailers. Holiday lights shine, shopping centers are packed, and online carts overflow. But in recent years, one trend has quietly reshaped the way people give and receive: the rise of gift cards as the go-to holiday present.
In 2025, gift cards aren’t just filler gifts. They’ve become central to how people plan their holiday shopping, and the numbers prove it. Let’s explore how gift cards are driving spending this December, and what retailers should do to maximize the opportunity.
The numbers: A record-breaking season
According to Deloitte’s 2024 holiday retail survey, 66% of consumers planned to buy at least one gift card during the holidays. Early data from 2025 suggests the number is climbing even higher, as consumers embrace flexibility and digital convenience.
Another survey by the National Retail Federation (NRF) found that gift cards have been the most requested holiday gift for 18 years in a row. In fact, shoppers are projected to spend over $30 billion on gift cards in the U.S. alone this holiday season.
Why? Because gift cards solve almost every problem: they’re instant, easy to send, universally useful, and safe in a world where shipping delays and product shortages can still frustrate holiday buyers.
Digital first: Why e-gift cards dominate
One of the biggest shifts this year is the move toward e-gift cards. More than half of consumers say they now prefer digital cards over plastic. Mobile wallet integration is the key driver here: it’s no longer about printing an email — it’s about tapping your phone at checkout, in-store or online.
Retailers are seizing the trend by offering personalization features — holiday animations, custom photos, video greetings — that make digital cards feel festive and thoughtful. This adds emotional value that once only a physical card could provide.
Retailer strategies: Winning in december
- Bundle with loyalty programs: Many leading retailers now offer bonus points or discounts for every gift card purchased. It’s a win-win: the buyer feels rewarded, and the brand gains repeat visits.
- Promote early: Early December is peak for gift card marketing. Reminders like “skip the shipping delays” or “instant delivery for last-minute gifts” resonate strongly.
- Upsell with themes: Positioning gift cards as “the experience gift” — for dining, wellness, streaming subscriptions, or travel — turns a balance of money into something aspirational.
- Make them visible everywhere: From social ads to in-store displays, gift cards need holiday real estate. The more accessible they are, the more impulse buys you capture.
Looking ahead
Gift cards are no longer just the “safe option” — they’re a central piece of the holiday economy. As 2025 closes, retailers who prioritize digital gifting, personalization, and loyalty integration will not only win December, but set the tone for 2026.
