Blackhawk Network (BHN) Research Finds Gift Card Momentum Building as Consumers Adopt Defensive Spending Strategies
Annual study reveals how consumers are using gift cards, loyalty rewards, social commerce and AI-powered shopping tools to maximize spending power
Blackhawk Network (BHN), a global leader in branded payments, today released new U.S. findings from its annual global gifting research study showing how consumers are adopting defensive spending behaviors to manage budgets, bolster spending power and navigate continued financial pressures. The research found that the number of consumers planning to purchase gift cards for self-use as part of a spending strategy nearly doubled year over year, rising from 31% in 2025 to 56% in 2026. The findings also show consumers are looking for more ways to maximize value, including using loyalty points and rewards programs to help stretch spending power.
Overall, 77% of U.S. consumers plan to purchase gift cards in 2026. The findings reflect a growing focus on affordability as shoppers navigate ongoing concerns around grocery and dining prices, inflation and fuel costs. Digital and social commerce channels are also rising in popularity as consumers explore more ways to maximize their spending.
